通道费与大型零售商盈利模式研究:基于双边市场的视角

Research on Slotting Allowances and the Profit Models of the Large Retailer: Based on Two-Sided Markets Theory

文章基于产业组织研究领域新兴的双边市场理论,分析在零售商主导的市场环境下消费者、零售商、制造商三者的利益关系,理论上证明了大型零售商已经演变为双边市场中的交易平台。在此基础上,构建主导零售商定价策略模型研究通道费的各种影响因素,并针对我国零售市场特点,提出了对通道费进行规制的相关原则。研究结果表明:通道费是大型零售商为平衡制造商与消费者利益,将外部性内部化的重要机制,具有一定的合理性。

Based on two - tided markets theory, the paper analyzes the economic interests among consumers, retailers and manufacturers in the market dominated by retailers and verifies the evolution of retailers into a platform in two- sided markets. This paper further constructs a model of pricing strategy, makes a research on the effects on slotting allowance and proposes the principle of regulation according to the characteristics of retailing industry. The conclusions justifies slotting allowances are an important mechanism of internalizing the externalities and balancing the benefits between manafactures and consumers.