互联网时代的流通组织重构——供应链逆向整合视角  

Distribution Organization Reconstruction in the Internet Age——Backward Supply Chain Integration Perspective

作　　者：谢莉娟[1] 

机构地区：[1]中国人民大学商学院,北京100872

出　　处：《中国工业经济》2015年第4期44-56,共13页China Industrial Economics

基　　金：国家社会科学基金青年项目"批发产业转型与内外贸联动发展政策协调研究"(批准号13CJY097);中国人民大学品牌计划研究项目"国内贸易活动的基础理论综合与研究方法创新"(批准号13XNI009)

摘　　要：随着互联网对拉式生产变革和供应链整合趋势的加速推进,流通组织在大型制造商去中间化的渠道变革中逐步陷入微利运行甚至疲于奔命的发展困境。本文认为,供应链逆向整合是流通组织应对互联网时代的"脱媒"冲击、推动产业组织整体再造的新式路径。基于大型流通细织的全球供应链管理经验,本文提炼了零售制造商的基本模式和关键优势,进而结合其应用局限和供应链逆向整合过程中的再中间化需求,指出了流通内部分工与协同机制对于增强流通业逆向整合整体实力的价值和意义,阐释了由渠道视角到供应链视角的批发组织分化、转化与转型思路,并提出对补充、优化零售制造商模式和拓宽产业组织重构视野具有启示意义的流通制造商模式。具体而言,中小型零售商在创业初期或转型发展时期,可以选择依附大型批发组织的主导作用参与供应链逆向整合机制,大型零售集团除了排除中间环节执行直接的零售制造商角色以外,还可以结合特定条件实施再中间化策略,通过有限联合外部第三方来提高逆向整合效率。With the trend of the pull production, supply chain integration and the impact of the flattening channel all that accelerated by the internet, the traditional distributors are facing a dilemma of meager profit so much even on the run. This article argues that backward supply chain integration can help distributors to deal with ＂disintermediation＂ impact, promoting the new path of the overall reconstruction of industrial organization. Firstly, the article derived the basic model and the key advantages of ＂retail-manufacturers＂, based on the global supply chain management experiences of large business organizations. Combined with the application limitation and the ＂re-intermediation＂ demand of ＂retail-manufactures＂, this article then put forward the pattern of ＂distributive- manufacturers＂ as the supplement and optimization for ＂retail-manufacturers＂ model, in which the division and coordination principle inner distribution field is viewed as of great value and significance for deepening the reverse integration mechanism and revealing the differentiation and transformation strategy in wholesale sector. Small retailers should be attached to a large leading wholesaler in order to realize reverse integration in supply chain. As to large retailers, in addition to a direct ＂retail-manufacturer＂ role, can also choose to implement ＂re-intermediation＂ strategy in specific conditions, by introducing a ＂third party＂ to implement the reverse integration strategy.

关 键 词：供应链逆向整合 零售制造商 流通制造商 产业组织重构 

分 类 号：F272.90[经济管理—企业管理]