通道费的多学科视角解读

Analysis of Slotting Allowance from Multi-disciplinary Perspective:A Literature Survey

通道费自从20世纪80年代中期在美国食品杂货行业出现后就引发争议和关注不断,此后不同国家的学者从各自的研究视角分析通道费的产生原因以及多种效应,但在通道费对整个零售行业的影响方面一直未能取得共鸣的结论。本文基于经济学、营销学、商业伦理学和法学的视角梳理国内外有关通道费的研究成果,对通道费引发的经济效应、营销应用、伦理争议和法律纠纷进行了多方位、深层次地解读,并就相关通道费文献中的一些模型假设、数据选择、实证方法以及相关结论进行了评述,最后提出了几个有潜力的研究方向。

Slotting allowance has caused extensive controversy and concern since it emerged in the grocery industry in America in the mid-1980 s. Scholars around the world have been exploring the cause and effect it induced from different aspects of disciplines,but they fail to reach a unified conclusion on the comprehensive effect that slotting allowance has on the retail industry. This paper summarizes the domestic and foreign literatures about research production of slotting allowance from the perspective of economics,marketing, business ethics, and law, analyzing the economic effect, marketing application, ethical controversy and legal disputes of slotting allowance. It also reviews the model assumptions, the choice of the empirical data and methods and the relevant conclusions of slotting allowance, finally puts forward some potential directions for further research.