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基于谈判机制的优质货架与通道费 被引量:5

High Quality Shelf and Slotting Allowance with Bargaining Mechanism
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摘要 大型零售企业能够收取通道费的重要基础在于它所提供的货架资源尤其是优质货架能够在较大程度上提升制造商的市场销量,改善制造商的经营状况,增加制造商的利润。本文以货架对消费者效用的影响机制为研究基础,构建了相应的需求函数,并通过三阶段动态博弈模型分析了货架对零售价格、市场销量、厂商利润的影响,然后从制造商、零售商的参与约束以及渠道成员的利益协调等角度出发,讨论了通道费的可能性、存在性与合理性,最后从消费者福利的角度对零售商收取通道费的行为提出了相应的政策建议。 The basis for the retailers to charge slotting allowance is that it can enhance the sales and increase the profit of the manufacturer through the high-quality shelf. First, this paper models the demand function based on the influence mechanism for the consumer utility of high-quality shelf. Then, it analyzes the impact for the retail price, market sales and manufacturer's profits of the shelf space. Furthermore, we discuss possibility, existence and rationality according to the participation constraint of retailer and manufacturer as well as the profit distribution between the channel members. Finally, the paper gives some suggestions for the slotting allowance from the perspective of consumer welfare.
出处 《管理评论》 CSSCI 北大核心 2012年第1期99-107,共9页 Management Review
基金 国家自然科学基金项目(70672070) 教育部人文社会科学规划项目(06JA630038)
关键词 优质货架 讨价还价能力 通道费 市场效应 竞争效应 high quality shelf, bargaining power, slotting allowance, market effects, competition effects
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参考文献12

  • 1Cannon, Bloom. Slotting Allowances and Fees: Schools of Thought and the Views of Practicing Managers[J]. Journal of Marketing, 2000,64(2):92-108.
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二级参考文献19

  • 1赵茂磊,孙居好.供应商和零售商合作模式研究[J].商业经济与管理,2004(10):16-20. 被引量:11
  • 2Bloom, Paul N., 2001. "Role of Slotting Fees and Trade Promotions in Shaping How Tobacco is Marketed in Retail Stores."Tobacco Control, 10, pp. 340 - 344.
  • 3Bloom, Paul N. ; Gtmdlach, Gregory T. and Cannon, Joseph P., 2003."Slotting Allowances and Fees: Schools of Thought and the Views of Practicing Managers. "Journal of Marketing, 64(2), pp.92- 108.
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  • 5Deloitte & Touche, 1990. Managing the Process of Introducing and Deleting Products in the Grocery and Drug Industry.Washington, D. C. : Grocery Manufacturers of America.
  • 6Desiraju, Ramarao, 2001. " New Product Introductions,Slotting Allowances, and Retailer Discretion. "Journal of Retailing,77, pp. 335 - 358.
  • 7Farris, Paul W. and Ailawadi, K. L., 1992. "Retailer Power:Monster or Mouse. "Journal of Retailing, 68 (4), pp. 351 - 369.
  • 8Griffith, D. A. and Krampf, R. F., 1997. "Emerging Trends in US Retailing. "Long Range Planning,30, pp. 847- 852.
  • 9Kelly, Kenneth H., 1991. "The Antitrust Analysis of Grocery Slotting Allowances, Tile Proeompetitive Case." Journal of Public Policy & Marketing, 17(2),pp. 173- 184.
  • 10Lariviere, Martin A. and Padmanabhan, V., 1997. "Slotting Allowances and New Product Introductions." Marketing Science, 6(2) ,pp. 112 - 128.

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