通道费的生产及其对生产商利润影响——基于品牌价值视角的研究  

The Creation of Slotting Allowance and Its Influence on the Profits of Manufacturers—A Study from the Aspect of Brand Value

作　　者：陶金国[1] 胡文佳[1] 

机构地区：[1]南京财经大学国际经贸学院,江苏南京210046

出　　处：《商业经济与管理》2012年第6期23-29,共7页Journal of Business Economics

基　　金：国家自然科学基金项目"基于CSR的集群可持续发展绩效评价研究"(71040005);教育部人文社会科学研究项目"集群可持续发展绩效评价及预警研究"(09YJE790001);江苏高校优势学科建设工程资助项目(PAPD)

摘　　要：通道费的收取引起了渠道冲突和零供关系紧张,"效率促进论"和"市场势力论"两大阵营从自己的领域进行了研究,但对于通道费对生产商利润影响没有一致的结论。文章尝试从品牌价值的视角重新研究通道费的生产,解释了通道费的存在基础——零售商市场势力及其来源,并在此基础上研究了零售商品牌价值对零售数量和生产商利润的影响,最后通过我国制造业的数据说明通道费没有降低生产商利润的结论,这一研究不但具有理论研究的重要意义,更具有指导政策方向的现实价值。The imposition of slotting allowance arouses channel conflicts and tension between wholesalers and retailers. Schools of ＂Efficiency Theory＂ and ＂Market Power Theory＂ have conducted research from their respective realms. But as for the slotting allowance, they do not reach a coherent conclusion about its influence on the profits of manufacturers. This paper tries to restudy the creation of slotting allowance from the aspect of brand value and explains the existence basis of slotting allowance-the retail market power and its resources. Then, based on this, the paper discusses the influence of retailer brand value on the retail quantity and profits of manufacturers. Finally, through the data of the manufacture industry of our country, the author gets the conclusion that slotting allowance do not reduce the profits of manufacturers. This thesis not only has a significant meaning on theoretical study, but possesses a realistic value in guiding policy directions.

关 键 词：通道费 市场势力 品牌价值 利润 

分 类 号：F721[经济管理—产业经济]