商品流通过程会创造需求吗?——兼论一个流通价值研究的新视角

Will the Commodity Circulation Process Create Demand?——A New Research Perspective on the Value of Circulation

无论是经济的微观层面还是宏观层面,都对创造需求有着强烈的诉求。经济学和营销学在对创造需求实践进行解释和指导时,通常从各自的学科视角将流通过程抽象掉了,更多强调了来自技术或创意革新、洞悉消费者行为等方面的创造需求能力,不仅使创造需求的活动外生化,也使对流通价值的认识止于"节省"而非"创造"。在商品价值更多的凝结在流通领域和流通产业走向经济权重的背景下,流通领域创造需求的增量性价值不容忽视。"交易计划性"、"竞争性买卖集中"、"商业备货"等流通规律及组织特征,规避了需求模糊分布及难以预测的难题,使流通过程内生性的创造需求。

Either on micro level or macro level, economy has a strong appeal to creating demand. Economics and marketing, in the explanation and guidance to the practice of creating demand, usually abstract away the circulation process from the perspective of their respective disciplines, emphasize too much on the ability to create demand from aspects including the technical or creative innovation, insight into consumer behaviors etc. , thus not only making the activities of creating demand exogenous, but also limiting the understanding of the value of the circulation ＂conservation＂ instead of ＂creation＂. Under the background that the commodity value condense more in the circulation field and circulation industry develop towards economic weight, the incremental value of create demand in circulation should not be ignored. Laws and organizational characteristics of the circulation including ＂transactions panning＂, ＂Sale of competitive focus＂ and ＂Business Stock＂, etc. , avoid the contradiction of fuzzy distribution and unpredictable demand, so the process of commodity circulation will create demand endogenously.