基于消费者异质性偏好的零售商抗衡势力研究

A Research of Retailer's Countervailing Power Based on Heterogeneity Consumer Preference

本文将消费者偏好特征引入到买方抗衡势力形成的分析框架中,构建消费者异质偏好视角下的买方抗衡势力形成模型,并在此基础上分析买方抗衡势力的市场效应。结果表明:当消费者对零售商的偏好异质时,拥有较强偏好的零售商能够获得买方抗衡势力,且消费者偏好增强能够提高该零售商的买方抗衡势力,改善消费者效用与社会福利。本研究一定程度上丰富了现有关于买方抗衡势力的理论研究,为企业竞争战略和产业规制政策提供了新的理论依据。

This research topic cames from the argument about the countervailing power.Most of literature concentrate on the characteristics of suppliers and retailers,but do not reach relatively consistent conclusions and could not accurately distinguish the sources of the countervailing power from the changes in the industrial structure or from retailers＇ behavior.In particular,factors outside the industrial chain,such as preferences and behavior of the consumers,have important implications for the accurate study of the formation mechanism of the countervailing power.In this study heterogeneous consumer preferences are introduced into a dynamic game model,and the formation mechanism and effects of countervailing power are considered.The results show that the heterogeneous consumer preference is a necessary condition for the supplier and the retailer with stronger consumer preference to negotiate and to cooperate.However,they will negotiate and reach an agreement only when the profit sharing rule is within a certain interval.When consumer preferences towards the retailers are heterogeneous,the dominant retailer possesses a stronger bargaining capacity.The retailer＇s countervailing power increases with its consumer preference.In addition,countervailing power can improve the consumer＇s utility as well as the social welfare.The existing literature about the formation of the countervailing power are enriched and some theoretical reference for the firms and regulatory agencies is provided through this study.