基于保留价格差异与通道费的竞争渠道结构

A Study on Competing Channels' Structure Based on Reservation Price Difference and Slotting Allowances

研究保留价格差异和通道费对3种竞争渠道均衡结果和均衡结构的影响,通过对格力和美的渠道结构选择进行案例分析来验证均衡结构的结论,比较了3种竞争渠道下的产品差异化、消费者剩余以及社会福利,最后,从成本差异和网络外部性2个角度对基本模型进行拓展。结论表明:当零售商收取较高通道费时,制造商将自建分销渠道或重新选择其他零售商;消费者剩余在II下最高,社会福利在DD下最低;普通品牌制造商能够通过降低产品成本削弱知名品牌的竞争优势;网络外部性将加剧市场竞争,降低渠道成员利润。

The paper investigates the effect of reservation price difference and slotting allowances on equilibriums and equilibrium structures of three competing channels. A case study is conducted to validate the conclusion about the equilibrium structures choice of Gree and Midea. Then, product differentiation, consumer surplus and social welfare of three competing channels structures are compared. The paper expands the basic model from two perspectives of cost difference and network externalities. The study shows that manufacturers will self-build distribution channel or reselect other retailers if slotting allowance is too high. Consumer surplus is highest in II, and social welfare is lowest in DD. Common brand manufacturer may weaken the competitive advantage of famous brand manufacturer through reduced product cost. Under network externalities, market competition will increase, and channel members＇ profits will reduce.