零售商—供应商作中的信任问题研究.pdfVIP

零售商 供应商合作中的 信任问题研究 郭静 2005年5月 摘要 面对日益复杂的市场 零售商与供应商的合作已成为双方规避未来不确定 性 获取市场竞争优势的必然选择 但由于双方利益的冲突和各方面矛盾的存在 零售商与供应商之间的信任也面临着前所未有的危机 这将严重影响双方的合作 关系 进而威胁到他们的市场竞争力 本文针对这一现象 首先分析了零售商 供应商合作中信任的内涵 并归纳了信任对于双方合作的重要性 本文的结论主 要是基于零供双方信任的博弈分析提出了由可置信承诺保障及重复博弈产生信 任的内生观点 最后结合沃尔玛和宝洁基于信任进行合作的案例分析 总结零供 双方在建立信任机制时所需重视的问题 中图分类号 F224.32 主题词 零 供合作 信任 博弈 II The Study of Trust in Partnership between Retailers and Suppliers Jing Guo May,2005 Abstract Faced with the increasingly complicated market, it’s necessary for both retailers and suppliers to cooperate with each other in order to avoid the uncertainties of future and obtain the competitive advantages in the market. However, due to the conflict of their benefits and the existence of various inconsistencies between them, trust crisis between retailers and suppliers is seriously affecting their partnership and thus threatening their competitiveness. This paper analyzes the features of trust involved in partnership between retailers and suppliers and shows the important role of trust in promoting their partnership. Based on the analysis of how to establish mutual trust using the game theory, this paper gives the idea of trust arising form believable commitments and repeating gaming, and lastly how to develop mutual trust between retailers and suppliers is also discussed on the basis of a case study. JEL classification: L14 Keywords: partnership between retailers and suppliers; trust; gaming III 致谢 本论文是在我的导师杨长春教授精心指导下完成的