渠道成员的财务绩效真是“批退零进”吗?——基于批发和零售贸易企业的面板数据分析

Was It Really the Wholesalers Shrinking and the Retailers Boosting on Their Financial Performance? Based on the Panel Data of Wholesaling and Retailing Trade

"批退零进"是一种广为学者争论的渠道演化现象。本文认为批发商和零售商五项财务绩效指标都明显改善,而且前者要优于后者,二者处于渠道"共赢"的关系阶段。此外,分销密度、渠道集中度和渠道价格差与利润率指标呈显著相关关系,上下游渠道成员的交互性影响中批发商对零售商的作用效果要更大,但周转率指标没有上述结论。

The wholesaler shrinking and the retailers boosting is a result of debatable channel evolution. This paper finds that both wholesalers and retailers show improved performance in all five financial indexes though the former performs better than the latter. Both parties sill share the whole channel profits altogether. Meanwhile, the distribution intensity, the chain concentration degree and the channel＂ price difference affect three profit margin indexes significantly, and the upstream and downstream channel members interact with each other and the wholesalers impose much more effects on the retailers, while the other two cycling rate indexes are not in the case.