基于自有品牌的工商关系研究  

On the Relationship between Manufacturer and Retailer:Based on Private Brands

作　　者：尹卫华[1] 朱瑞庭[1] 

机构地区：[1]上海建桥学院商学院,上海201319

出　　处：《江西财经大学学报》2013年第2期25-34,共10页Journal of Jiangxi University of Finance and Economics

基　　金：上海市教育委员会科研创新项目重点课题(11ZS199)

摘　　要：零售商为了应对水平竞争和来自垂直营销渠道的大型供应商的压力,将自有品牌商品作为新的赢利增长点。在自有品牌条件下,零售商在相当长的时期内仍然处于产业链中的强势地位,工商关系的整体性与相对独立性并存,工商冲突的边界发生变化,零售商的盈利模式改变。工商双方在今后的经营中将面临着不同的风险,工商双方必须采取措施,努力构建和谐的工商关系。Nowadays the products with private brands have become a new point for retailers’ profit increase,when the retailers are under the pressures of the horizontal competition and big suppliers of the vertical marketing channels.With the self-owned brands,retailers are holding a strong position in the industrial chain for a relatively long period;there exist both the integrity and relative independentability in the industry-commerce relationship,the boundary of the conflicts between manufacturers and retailers has been changed,and the profit-pursuing mode of the retailers has been changed,too.Both the retailers and manufacturer are going to be faced with different risks in their operations.Therefore,both of them must take measures to promote their relationships.

关 键 词：自有品牌 工商关系 微笑曲线 

分 类 号：F713.3[经济管理—产业经济]