基于纵向一体化理论的零售商品牌分析  

Analysis on the Retail Trader's Brand Based on the Theory of Longitudinal Integration

作　　者：赵晓峰[1] 

机构地区：[1]南京大学商学院,江苏南京210093

出　　处：《科技情报开发与经济》2006年第1期136-138,共3页Sci-Tech Information Development & Economy

摘　　要：契约的不完备性导致零售商考虑需要改进或改变与制造商间的交易;对可占用性准租的渴望使零售商有动力摆脱制造商的限制,实施纵向一体化,开始开发并生产自己的品牌。是否使用零售商品牌的条件在于零售商的决策相对制造商是否是特别重要的。The incomplete contract will result in that the retail trader wants to change the dealings with the manufacturer. The eager of appropriable quasi-rents made the retail trader want to get rid of the limit of the manufacturer, carry out the longitudinal integration, and begin to develop and produce his own brand. The qualification of whether or not to use a retail trader＇ s brand is that： whether or not the decision of the retail trader is very important to the manufacturer.

关 键 词：零售商品牌 纵向一体化 可占用性准租 GHM理论 

分 类 号：F724.2[经济管理—产业经济]