7.marketstructuresandsupplymarketresearch范例.ppt

Chapter 7Market structures and supply market research Program Market and market structures Supply market research Supply market research and IT Markets and market structures The patterns of relationships between supplier and buyer are primarily determined by the underlying pattern of the goods and service deliveries, the External structure (fig.7.1). Industrial branch, horizontal relationship Industrial column or supply chain Materials flow (fig.7.2): Diverging materials flow (at the beginning of an industry column) Linear materials flow Converging materials flow (at the end of an industry column) External structure External factors determine the market structure Number of customers or buyers in a market Number of suppliers Market structure (transparency, pricing method) Stock situation of the product in question Speed of technological innovation External factors Market is the total of supply and demand. Physical market Abstract market Market Market structure is defined as the total set of conditions in which a company sells its products, with special attention to the number of parties in the market and the nature of the product being traded Number of suppliers Number of buyers Degree of product differentiation Market structure Various Market structures Structures at the supply side: Pure competition Monopolistic competition Oligopoly Monopoly Structures at the demand side: Pure competition Oligopsony Monopsony Typology of market structures One Few Many One Bilateral monopoly, ‘captive market’ (spare parts) Limited supply-side monopoly (fuel pumps) Supply-side monopoly (gas, water, electricity) Few Limited demand-side monopoly (telephone exchanges, trains) Bilateral oligopoly (chemical semi-manufacturers) Supply-side oligopoly (copiers, computers) Many Demand-side monopoly (weapons systems, ammunition) Demand-side oligopoly suppliers (components automobile industry) Polypolistic competition (office supplies) Depending on the number of suppliers in the market and