功能互补、零售终端与联盟(连锁)集团(FRR)范式——以中小生产性组织为例

Function Complementation,Retail Terminal and Collectivized Organizational Paradigm:Based on the Small and Medium-sized Productive Organizations

基于市场结构与商品消费结构特点,中小生产商、零售商从关联性功能互补商品特征角度,通过商品零售终端进行战略联盟和商品组合,产生的相互贡献形成的稳定协同"粘性"结构,可以引导中小生产商、零售商通过零售终端战略联盟(连锁)集团组织(FRR)范式参与市场竞争。该范式不仅为资源互补型经济组织的战略联盟提供了理论依据,而且对调节目前市场结构,促进市场经济发展具有较为积极意义。

The controversial slotting fees with its ever increasing trend caused by the incessant boundless expansion of world-class,national-class and regional-class retail giants through regular chains and alliance chains have a significant impact on the market transac-tions of the small-and-medium-sized manufacturers.Based on the Complementary Resources Theory of strategic alliance,from the perspective of industrial organizations and commercial and distrib-utary’s chain organizations,and according to the relevance of the differentiation and diversification in the stratification of commodity consumption,it is advanced in the thesis that manufacturers should form a retail chain bonded by their function-complementary com-modities at the retail terminal,a so called FRR paradigm to meet the challenge.This paradigm provides a theoretical background for the small-and medium-sized manufacturers of function-complementary resources to participate in the market competition via a strategic al-liance.The stable,coordinated and ordered gluing structure in the alliance provides a research basis for the alliance to develop into a new typed group organization.Results of this research are mainly as follows： 1.Mutual contribution Ji-the premise for the stable operation of FRR.From the perspective of complementary resources,the contri-bution by each part in the alliance is not identical.When the yield of one part within a certain period of time T reaches the critical point of the scale（the mutual contribution Ji）,that part will autonomously invest to construct its complementary resources,which will break the stability of the alliance.Therefore,the first condition for the stable operation of FRR is that the yield of each part should be kept below the critical point of the scale,i.e.,the mutual contribution Ji;the establishment and operation of any economic organization must observe a continuous economic yield that can guarantee the opera-tion of the organization at the lowest cost.Therefore,the second condition for the stable operation of FRR is that the yield of the al-liance must be able to maintain its operation at the lowest cost con-tinuously.2.The gluing structure in FRR paradigm---a new typed group organization.In the perspective of complementary resources,the key factor affecting the stable operation of the strategic alliance is the mutual contribution ratio of complementary resources.In FRR paradigm,the behavior of their utmost continuous maintaining of their own branded commodity by part A or part B in the alliance will objectively provide a maximum continuous contribution for the other part,which enable each part continuously obtains surplus spill-outs of the alliance from the other part’s actions.Under the operation mechanism of the inseparable alliance chain brand,the shared information sensed and confirmed by the shared knowledge in the shared environment will incessantly promote the evolution of endogenic mechanism,pushing the boundaries of the alliance mov-ing outward.When the mutual contribution of the complementary commodities,the scale of the alliance reaches its optimum.Accord-ing to the Self-Organization Theory of Non-equilibrium Systems in dissipative structures,there will be a stable gluing structure which will develop from an interim organization into a new typed group company structure.Its evolution will become a third kind economic organization after the ＂Transaction Cost Theory＂ by Williamson and the ＂Team Production Theory＂ by Alchian Demsetz and Olson.3.FRR paradigm alliance---Adjustment of the market horizontal competition structure.This paradigm will become a strategic de-velopment trend for future manufacturing organizations as well as small-and medium-sized retailers to participate in the market com-petition.It also balances and adjusts the current market structure.It can be predicted that the competitions at future retail market will no more occur between big and small retailing organizations,but occur,as a horizontal competition,between large-scaled regular chains,allied chains and the regular chains and allied chains of the strategic alliance of industrial organizations bonded by relevant function complementary commodities.For the sake of convenience and as a result of a more and more accurate market positioning and specification,the scale of the allied individual store will become smaller and smaller.