A Study On The Supply Chain Alliances Domin Ated By Retailer Based On The Porspective Of Co-Opetition

The competition in the modern commerce has become the competition among supply chain alliance. In this paper, the supply chain alliance dominated by retailer is an intermediate organization in which the giant retailer has market power and channel firms assign the profit in terms of the contract and share information in conditions of division deepening and informationization. In theories, on the one hand, the conflicts between production and consumption require the innovation of distribution channel's organization to coordinate. On the other hand, the giant retailer who specializes in commodity exchange has often squeezed the profit of producer which lead to conflicts in channels due to the fact that he has the market power to dominate other firms. In practices, retailers need to construct their supply chain alliances to gain competitive advantage by scale economy given the whole openness in the domain of retailing and the entry of multinational giant retailer. The development of information technology has incurred the supply chain dominated by retailer. The information sharing and profit assignment reflect a new co-opetition relationship essentially. Thus, this paper analyzes the problem with the perspective of co-opetition and tries to gain some revelatory conclusions.Chapter 1 is introduction. Chapter 2 argues the nature, cause of formation and competitive advantage of supply chain alliance. Chapter 3 reveals the fact that the chain has a nature of Pareto-improving based on the comparison of welfare outcome induced by two type of competition respectively. Then, given the choice of competitive strategy of China's retailers decide whether they can survive and develop in the international competitive environment, chapter 4 discusses the economic effect from the co-opetition game between retailers as core members of the chains in a specific market structure. The numerical simulation and the case show that only the strong degree of complementarities can lead the co-opetition game and co-opetition can enhance the efficiency of supply chain alliance respectively. Based on the above analysis, chapter 5 argues that the construction of supply chain alliance can promote international development of China's retailing and put forward with the according measures. Furthermore, the co-opetition also has theoretic and practical meanings for china's construction of harmonious order in socialism market economy.