The Rational Development Of Appliance Retail Market

With the continuous development of market economy and technology continues to change, the retail trade has also experienced the development and change, in particular, China’s household appliance retail industry was greatly changed. While energizing the development of the economy and the lives of the people to facilitate, the household appliance retailer’s status has been increasing in the industry chain. On the one hand is due to the growing scale of its own, and the market concentration increased; On the other hand, the suppliers also depend on the retailer’s distribution platform and terminal channels. Therefore, the electronics retailer’s market power increasingly prominent, and the bargaining power gradually increased. Appliance retailers and suppliers in the industry’s position in the industry chain had replacement and constantly intensifying. Thus emerged the conflicts between retailers and suppliers and constantly intensifying. From "Gree and Gome incident" began, more and more conflicts between household appliances retailers and manufacturers drew our attention. Strong position in the face of home appliance retailers, suppliers and consumers welfare is bound to be some impact. Therefore, it is necessary to analysis the impact of social and personal under household appliance retailer market power, and actively seek appropriate policies and measures to be rules.This seven chapters, namely the introduction, our appliance retail market analysis, China’s home appliance retail market power’s formation and analysis of influence factor, analysis of home appliance retailer market power welfare effects, welfare loss estimates of market power of the household electrical appliances retailer, China’s home appliance retail industry’s public policy research, conclusions and outlook.The first chapter is part of the basic theory, including the topics of the purpose, significance, literature review and research ideas and research methods.Chapter Ⅱ is starting from the development process of retail appliance, and it described home appliance retail has gone through three stages of development in detail, and retail of home appliances were defined.The third chapter is the home appliance retail market power of the formation and influencing factors. It mainly analyzes the home appliance retail vertical relationships, the definition of appliance retailer market power, the necessity of home appliance retailer become a leader of the industrial chain, home appliances retailer market power factors and the formation of its market power.The fourth chapter is the analysis of home appliance retailer market power of the welfare effects. First, it analyzed the market structure and welfare effects of market power retailer, followed by analysis of the electronics retailer market power on the appliance suppliers, small and medium retailers and consumer welfare effects.Chapter Ⅴ is to use empirical methods to further validate the electronics retailer’s market power welfare losses. In this paper, used10typical appliance chain as a representative sample, and it uses the empirical models and related data to estimate, finally, draw relevant conclusions.The sixth chapter is based on an analysis of the results, given the problems for policy recommendations and appropriate solutions. From legislation to regulation, from retailers to suppliers are required for the rational development of home appliance retail market efforts.Finally is the conclusion of this paper, this article summarizes the main arguments, at the same time, it pointed out the inadequacies and Problems that need further study.