【作者】 陈东；

【导师】 廖成林；

【作者基本信息】 重庆大学 ， 技术经济及管理， 2007， 硕士

【摘要】 通道费现象随着我国零售业的快速发展逐渐成为行业内部的潜在规则,随之而来的是生产商与零售商因其引发的大量争论。对此现象进行研究具有一定理论和实用意义。本文对通道费现象进行了大量理论研究并验证其存在的合理性,讨论通道费对整个营销渠道中产品价格、产品种类产生的影响,在此基础上分析了相关的生产商及零售商最优策略,并对政府进行规制提出一些建议。本文的研究工作和结果包括:①分析分析零售渠道内部各主体在交易时存在的各项交易成本,发现通道费在生产商和零售商交易过程中起到了降低整个渠道内部的交易成本作用。同时,结合信息经济学中相关理论模型进行研究,进一步得出通道费合理性的有力证明。②构建一个竞争环境下的营销渠道模型,对模型中制造商和销售商的利润分析,讨论各种市场均衡状态时通道费的数额对零售渠道内产品多样性的影响,并对根据分析结果对目前现实中存在的一些通道费收取情况做出相应的经济解释。本文对两种不同市场影响力产品共同进入销售渠道时的情形进行了讨论,结果证明通道费不会对中小型企业造成绝对的消极影响。③通过考察生产商之间的竞争关系,分析模型中主导生产商如何通过合约设计避免边缘企业的投机行为并传递自己产品的真实需求信息,讨论了生产商的最优策略组合,同时还发现零售商单位货架成本对最终的销售合同中各要素产生的影响。④结合相关案例对政府如何规制通道费进行的一些政策性建议,认为政府应出台相应法律法规,使得通道费收取制度标准化、合理化、透明化,并赋予市场参与者相应的监督权力。更多还原

【Abstract】 With the development of China’s retail business, slotting allowance become a potential internal rules gradually. Slotting allowance results the fierce debates between the manufactures and retailers. Thereby, researches on this phenomenon may conduct some important meanings. This paper made massive fundamental researches to prove the rationality of its existence, discussed changes of price and product variety in channel which under the influence of slotting allowance. Based our research, we also discussed the optimal strategy of manufacture and retailer, develops some governmental regulation.This paper contains following studies and results:①Analyzed transaction cost of the participant in the channel when they made the deal, found that the slotting allowance will reduce their transaction cost and benefit the participants. Meanwhile, a research based on the principal-agent theory model proved the rationality of slotting fees.②Build an economic model with competitive environment in the marketing channel, analyzed the profits of manufacturers and retailers, and discussed the relationship between the amount of slotting allowance and the product variety in equilibrium. Some conclusions are drawn by the results; we also explained some phenomenon in real by our conclusions. We found the slotting allowance influence the product variety in retail channel directly and summarized the relativity between them.③Regarding the competition between manufactures, analyzed the strategy of leader-manufacture to avoid the follower-manufacture deceiving retailer in order to signaling its real information. We also found the optimal strategy for the leader-manufacture and the relationship between retail’s opportunity cost and the equilibrium sales contract.④Combined the results concluded by our research, analyzed two cases about slotting fee, sum up that the government should take some regulations to make the slotting allowance legal and clear.更多还原