转型时期中国零售商通道费合理性分析--基于市场结构与盈利模式变化的分析-analysis on rationality of chinese retailers channel fee in transition period - based on the change of market structure and profit model.docxVIP

Abstract Since the retailer’s slotting allowance has risen in the latest twenty years, a lot of attention from home and abroad has been attracted and different points are proposed followed. Treating the supermarket chains as main study target, by the comprehensive use of theoretical analysis and empirical test, this paper attempts to explain: the problem of slotting allowance in China is more complex to analysis compared with developed counties, what is more, it is a outcome of national market process, and has its rationality to some extent. The theoretical analysis of this article spread out by three aspects. First of all, the formation and development of retailer’s slotting allowance is driven by a combination of several factors, which are related to the particular environment during the transition period. These factors include changes in the market structure of the retail industry as well as consumption goods production industry as well as changes in earning pattern of retailer also have a strong effect. Hence slotting allowance was born in necessity and grown up with rationality. Secondly, by sorting out the understanding of developed countries, this article collects four main points on the role of an efficiency promoter, and explains the important use for retailer’s regular operation. Finally, this article analyses effects of slotting allowance on social welfare by designing games between suppliers and retailers. The static game model proves that slotting allowance generally will not harm consumers’ surplus, while the dynamic game model proves that a leading retailer can hardly worsen the interest of fringed firms. Under certain assumptions, the slotting allowance tend not to reduce the level of social welfare, the common equilibrium outcomes shows a distribution between suppliers and retailers more than a damage on competition or efficiency. At the beginning of the empirical study, this paper presents a descriptive analysis on panel data of ten listed company,