基于渠道控制的市场势力构建模式特征分析  

Analysis on Features of Market Power Construction Patterns Based on Channel Control——Case Study on Wal-Mart

作　　者：张小蒂[1] 赵榄[1] 

机构地区：[1]浙江大学经济学院,浙江杭州310027

出　　处：《中国工业经济》2009年第2期131-140,共10页China Industrial Economics

基　　金：国家自然科学基金项目“全球化中我国企业创新与市场势力构建互动机理与对策研究”(批准号70873101)。

摘　　要：渠道控制能力是研究竞争市场中市场势力构建的核心,其形成对我国企业改变在全球价值链中被低端锁定的现状,增进比较利益至关重要。本文采用案例研究的方法,通过揭示沃尔玛公司在全球价值链中基于渠道控制的市场势力构建模式的特征,阐明了由销售网扩大导致的市场份额提升带来的规模经济和范围经济可以压低产品进价,导致要素的报酬递增并获取丰厚利润;利用先进的信息技术可以降低公司的长期平均成本,尤其是节约物流、订单等环节的运营成本,提高企业的交易效率;通过构建与供应链内关联企业的战略联盟,形成激励相容,可以获取"链"内外部经济和专业化分工带来的效率提升,使得市场份额扩大与先进信息技术引致的成本下降和利益增进可持续。市场份额不断扩大、先进信息技术适时运用、与供应链内关联企业建立的战略联盟这三个维度的形成与互动是沃尔玛提升渠道控制力、构建市场势力的关键。本文的剖析对我国企业,尤其是商业企业的市场势力构建既具有典型的参考价值。又具有普适的借鉴意义。The channel control power is the key to the market power construction in the competitive market study. It is vital for China＇s enterprises to change the low-end lock-in situation and to attain more comparative advantages in the global value chain （GVC）. By means of case study, this paper revealed the features of Wal- Mart＇s market power construction which is based on the channel control in the GVC, pointing out that scale economy and scope economy, resulted from the expansion of the sale network and the rise in market share, would contribute to a lower purchasing price and an increasing return of factors, thus generating profitable revenues. By means of the advanced information technology, the corporation＇s long-term average cost, especially the operation expenditure on logistics and orders, would be reduced and the transaction efficiency be improved. Besides, the strategy alliance with the relevant enterprises would form an incentive compatibility, bring about the external economy inside the＂chain＂ and the professional specialization. Consequently, the higher efficiency makes the profits of the first two dimensions, namely, the larger market share, the lower cost and the higher revenue sustainable. The construction and interaction of the three dimensions above the expanding market share, the proper use of the advanced technology and the strategy alliance with the relevant enterprises on the supply chain are the three essential factors in the increase of the channel control power and the formation of the market power of Wal-Mart. The study of this paper provides valuable referential significance for China＇s enterprises, especially those in the commercial industry on how to construct the market power.

关 键 词：渠道控制 市场势力 信息技术 战略联盟 经营绩效 

分 类 号：F270[经济管理—企业管理]