基于自有品牌的工商关系调整的内容、边界及对策  

Content,Boundary and Countermeasure to Adjust the Relationship between Manufacturer and Retailer based on Self-owned Brand

作　　者：朱瑞庭[1] 尹卫华[1] 

机构地区：[1]上海建桥学院商学院,上海201319

出　　处：《北京工商大学学报（社会科学版）》2012年第5期20-25,共6页JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES

基　　金：上海市教育委员会科研创新项目重点课题(11ZS199)

摘　　要：对制造商和零售商之间关系的分析是垂直营销研究的重要内容。来自实证研究的结论表明,基于零售商自有品牌的工商关系的内容已经发生变化,工商冲突有了新的内涵和表现形式。研究表明,自有品牌条件下强零和弱供的工商关系还将持续,但是工商关系的调整同时给制造商和零售商带来制约。共同的市场压力迫使双方必须致力于构建合作共生的合作关系,品类管理、供应链管理、高效消费者响应等一系列现代营销思想和管理手段为构建合作共生的工商关系提供了有力的技术支持。The manufacturer-retailer relationship is an important content in the research on vertical marketing.The empirical analysis shows that the contents have already changed in manufacturer-retailer relationship under self-owned brand,with new connotation and forms in manufacturer-retailer conflicts.The research indicates that the manufacturer-retailer relationship still continues with strong retailer and weak supplier under self-owned brand,but the adjustment in manufacture-retailer relationship simultaneously brings the restraints on both manufacturer and retailer.The same market pressure motivates the two parties to devote to building a cooperative and harmonious relationship for their coexistence.Such modern marketing thoughts and management tools as category management,supply chain management and efficient consumer response can provide the strong technical support for the construction of a cooperative and harmonious manufacture-retailer relationship.

关 键 词：垂直营销 自有品牌 工商关系 

分 类 号：F063.2[经济管理—政治经济学] F724