零售商通道费福利效应研究

A Study of the Welfare Effects of Slotting Allowance by Retailers

零售商收取通道费这一市场行为关系到生产商的生存和消费者福利的损益。以线性通道费为分析基点,根据国内零售业的现实情况,建立了一个考虑产品异质性的一般均衡模型。均衡结果表明,零售商的通道费行为攫取了上游供应商的利润,尤其是二线产品供应商的利润,并提高了终端零售价格,降低了消费者福利和社会总福利。并且,通过实证研究发现,通道费的普及确实抬高了相关商品的价格水平。因此,零售商的通道费行为应该纳入政府规制的范畴。

The market behavior of slotting allowances charged by retailers is related to the existence of producers and the welfare gains and losses of consumers.Taking linear slotting allowance as the base point for analysis,this paper,in the light of real situation of China＇s domestic retailing industry,builds a general equilibrium model which takes into consideration the products＇ heterogeneity.The equilibrium results show that charging slotting allowance enables retailers to grab the profits from upstream suppliers,especially the profits from the suppliers of second class products.At the same time,this behavior raises retail prices and brings down consumers＇ welfare and the social total welfare.Besides,the findings of the empirical study indicate that the popularization of slotting allowance has actually raised the prices of the related products.In this sense,linear slotting allowance charged by retailers should be regulated by the government.