英文版产业经济学教程第章纵向约束.pptVIP

制造商搭便车问题 当一家零售商独自代理几家制造商的相似产品，就会发生类似问题。如计算机行业或其他需对零售商进行培训或广告投资的行业。 解决办法：专营（exclusive dealing，排他性交易）。当然这意味着要向零售商支付一定的费用，如美亚与可口可乐的联盟协议。 * Chapter 5 Vertical Restraints ECNU Oriental Real Estate College * 5.1 Introduction Vertical Relations means the fore-and-aft relations in value chain between two firms. One is upstream firm (marked with M,manufacturer ), the other is downstream firm (marked with R,retailer). IO makes research not on single market, but on multiple markets they affects each other；Vertical Relations is the typical mode of multiple markets with interactive relations. The middle process in vertical relations is drawn into for specialization, but brings into some new questions at the same time. * In this chapter, we discuss reasons why an upstream firm might want to establish contractual terms different from those of a simple per-unit constant price contract. These contractual clauses are frequently known as vertical restraints because they normally restrain the downstream firm in some way. 一般的，纵向约束是指非纵向一体化的厂商与上下游厂商签订长期的、具有约束力的合同，包括列明零售价格、销售数量、销售区域等条款或行为方式等。其目的是希望能达到一体化的效果，同时又能避免一体化的成本。 * Traits of vertical relations Vertical relations among firms is different from the relation with consumers： 1、The firm that sells directly to the consumer normally controls most of the variables that determine consumer demand：price ,quality, advertising, sales service,and so on. The same is not true, howerer, for a manufacturer who sells through a retailer：there are many determinants of final demand that fall beyond the manufacturer’scontrol. 2、Competition exists among tradesmen generally while being not among consumers. 3、The number of intermediate firms is amall, whereas the number of final consumers is large. * Popular managing instruments applied by manufacturers in patent leechdom market, automobile market, books market, and jeans market. etc. Applied by kinds of firms such as new firms holding small market share, firms in preponderant state, and duoup