Research Of Our Retail Oligopoly Market Structure Prototype By Game And Empirical Method

Since the reform and opening up, China’s retail industry has been rapid development with retail business expanding.100sales volume of retail sales in China’s share of the proportion of total retail sales of social consumer goods has improved steadily, gradually increase the influence of our the oligarchs retail enterprises, market concentration in the steady improvement to promote the continued evolution of the retail.The reasons, trend and extent of retail evolution is a topic worthy of study of This paper studies this topic, theoretical analysis and quantitative analysis method of combining theory and empirical binding, demonstrates China’s retail oligopoly market structure has been formed, reveals its impact on the retail development and proposes governance suggestions.The retail system evolution, leading to oligopolistic market structure prototype formation, generate economies of scale. But also reduce competition, lead to oligarchs retailers control channels, a serious imbalance in the power structure. Lead to conflict with suppliers and Diandaqike undesirable phenomena also occurred. These positive effects and negative effects of the combined effects of the future development of China’s retail sector will be far-reaching impact.This article includes four parts:Introduction (Chapter1), the evolution of the market structure and oligopoly market structure prototype form (Chapters2and3), the oligopolistic market structure shaped prototype impact of market relations and governance (Chapter4,5,6) and the conclusions and policy recommendations (Chapter7). The contents of each chapter are summarized as follows:Chapter1, Introduction, including the background, research significance and literature review.Chapter2, powered retail development in China.Chapter3, analyzes the formation of China’s retail market structure evolution and oligopolistic market structure prototype. Reform and opening to the rapid development of China’s retail sector continued to inject momentum by retail cost characteristics toward the development of oligarchic trend in our retail oligarchy through different growth path, and achieve economies of scale expansion, present, China’s retail industry has formed the oligopolistic market structure underage type. Of retail regulation lax super channel power monopoly suppliers form of procurement authority, the monopoly of the the consumers shopping district has the right to sell the weak role of the retail industry associations, self-discipline, low level of organization of the suppliers and consumers rights weaker basic characteristics.Chapter4, our retail oligopoly market structure prototype, the retail oligarchs different competitors will adopt different competitive strategies, compete with each other to form the corresponding relationship. Current oligarch retail enterprises in China is divided into two camps:a domestic oligarchs and foreign oligarchs, more intricate competition between both camps and camp competition between them, also including camps internal competition between mainly as: competition between funded oligarchy retail competition between enterprises, funded oligarchs and foreign oligarchs competition and foreign oligarchs.Chapter5, oligarchs retail enterprises and supplier relationships adjustment: causes and control of the mandatory fees. Due to the lack of government regulation of the retail the combined the oligarchs retail enterprises occupy the channel resources, with purchasing power monopoly suppliers, triggered the oligarchs retail business suppliers mandatory fees. The harm caused by mandatory fees, governance should be strengthened.Chapter6analyzes the the oligarchs retail enterprise and customer relationship adjustment:let promotion to channels revenue share changes. The practice shows that marketing channels, customers, suppliers, and the oligarchs retailers, buying behavior, supplier behavior and marketing behavior participated in the channel value to create channels of income is their common achievements, it should be according to their respective contributions to the size of theirs Share. Of oligopolistic market structure prototype, only the oligarchs retailers establish tripartite win-win concept, and implement channel revenue sharing, three win mechanisms can be established, in order to build a solid strategic suppliers, the oligarchs retailers and customers League. Chapter7, summarized the full text of the relevant conclusions and make policy recommendations.