零售商占优的供需博弈及对策

Supply-requirement game dominated by retailer and countermeasure

当今市场是买方市场,在零售商控制终端市场,而供应商又没有完善销售渠道的情况下,供应商的自主权被大大削弱。零售商凭借其强大的市场优势对供应商漫天要价,导致双方的冲突不断。为避免冲突,实现各自利益最大化,需要供应商和零售商共同努力。即:零售商需认清利润分配的最佳比例;双方应“互不侵犯”;供应商应不断研发新产品,让零售商“不得不卖”;规范零售商的并购行为。

Present market is buyer＇s market, under the condition of retailers controlling the terminal market, suppliers do not have perfect selling channel, so the suppliers＇ autonomy is weakened greatly. With strong market predominance, retailers ask a price limitlessly, results in the continuous conflict. In order to avoid the conflict, realize respective profit maximization, suppliers and retailers must try hard together, namely, retailers should make clear the optimal profit distribution percentage; both sides should not infringe each other; suppliers should develop new product constantly, make retailers have to sell;standardizes retails＇ merge and acquisition action.