大型零售业过度竞争判断标准——以大型超市为例  

Research on Criteria of Excessive Competition of Large Retail Industry——Take Large Supermarkets as the Example

作　　者：张群[1] 

机构地区：[1]复旦大学管理学院,上海市200433

出　　处：《中国流通经济》2015年第9期73-82,共10页China Business and Market

基　　金：国家社会科学基金重大项目"现代产业体系发展的理论与政策研究"(项目编号:11&ZD142);国家社会科学基金重点项目"政府主导产业链;供应链和价值链重组以推动产业结构调整优化战略;路径与政策创新研究"(项目编号:10AZD006)的部分研究成果

摘　　要：长期以来,零售业缺少合理的判断过度竞争的标准,目前所使用的判断标准或者过于主观、随意性强,或者过于复杂、不易量化,在可操作性上皆存在一定程度的问题。为解决这些问题,应针对零售业具体行业特点,建立一个既简单明了、又具有可操作性的大型零售业过度竞争判断标准。可将长期经济利润作为判断过度竞争的最终标准,当企业经济利润长期为负时,就认为市场存在过度竞争。与存货周转率、会计利润等判断标准相比,经济利润具有明显的优势,且本文使用的产品差异化市场结构模型可成功克服经济利润不易测量的困难,将经济利润的最终标准转化为市场结构的直接标准,便于我们对过度竞争进行判断。建议相关政策制定部门重新制定大型零售业过度竞争判断标准,将经济利润这一长期指标作为最终标准,将市场结构作为直接判断依据,同时充分考虑地域细分市场差异性,注意区分结构性过剩和全面过剩。For a long time, it has been the lack of reasonable criteria of excessive competition in retail industry. The existing criteria always have feasibility problems to some extent, of which some are too subjective to be consistent, and some are too complex to be quantified, In order to solve these problems, we should establish the simple and feasible criteria of excessive competition of large retail industry. We can take the long-term economic profits of firms as the final criterion, and the negative profits will demonstrate an excessive competitive situation. Comparing to inventory turnover rate and accounting profits, economic profits has its significant advantages, and the disadvantages of this criteria can fully conquered by the market structure model built by the author. The model converts the criterion of economic profits to the one of market smacture, so that we can judge the real market competitive situation. The author suggests that the related department should reconsider the criterion of excessive competition of large retail industries, take the economic profits as the long term final criterion and the market structure as the basis for that, fullly consider the differentiation of regional segmentation, and pay more attention to the different between structural surplus and complete surplus.

关 键 词：大型零售业 过度竞争 差异化市场结构 判断标准 

分 类 号：F713.32[经济管理—产业经济]