| 524 | 13 | 10 |
| 下载次数 | 被引频次 | 阅读次数 |
品牌专营是一种上游生产商主导实施的纵向控制策略,正逐渐受到国内企业的重视,成为其创新营销渠道、实施渠道管理的重要手段。本文从产业链纵向控制的角度出发,通过模型分析,揭示品牌专营可能产生的排他效应。同时,结合华润啤酒在天津市场整肃各级经销商的典型案例,例证该策略的市场效应,并提出规制政策建议。
Abstract：[1]M arvel,H.P.Exc lusive Dealing[J].Journal of Lawand Econom ics,1982,(25).
[2]Besanko,D,.and M.K.Perry.Equ ilibrium Incen-tives for Exc lusive Dealing in a D ifferentiated ProductsO ligopoly[J].RAND Journal of Econom ics,1993,(24).
[3]Sass,T.R,.and M.G isser.Agency Cost,F irmS ize,and Exc lusive Dealing[J].Journal of Law andEconom ics.1989,(32).
[4]M artimort,D.Exc lusive Dealing,Common Agency,and Mu ltiprinc ipals Incentive Theory[J].RAND Jour-nal of Econom ics,1996,(27).
[5]Bernheim,B.D,.and M.D.Whinston.ExclusiveDealing[J].Journal of Political Economy,1998,(1).
[6]Com anor,W,.and H.E.French.The CompetitiveE ffects of Vertical Agreem ents[J].Am erican Econom-ics Review,1985,(75).
[7]Mathewson,G.F and R.W inter.The CompetitiveEffects of Vertical Agreements:Comment[J].AmericanEconom ics Review,1987,(77).
[8]Besanko,D,.and M.K.Perry.Exc lusive Dealing ina d ifferential products oligopoly[J].International Jour-nal of Industrial O rgan ization,1994,(12).
[9]L in,Y.J.The Dampen ing-of-Competition E ffectof Exc lusive Dealing[J].The Journal of Industrial E-conom ics,1990,(39).
[10]Slade,M.E.Beer and the Tie:D id D ivestiture ofB rewer-Owned Pub lic Houses Lead to H igher BeerPrices?[J].The Econom ic Journal,1998,(108).
[11]孙洪磊.华润啤酒:是探索专营还是垄断市场?[DB/OL].www.tj.xinhuanet.com.cn,2004.
基本信息:
中图分类号:F426.8
引用信息:
[1]张雷.品牌专营的市场效应研究——兼议华润啤酒的渠道变革[J].财经问题研究,2006(02):38-42.
2006-02-05
2006-02-05