Based On The Retailer Reverse Control Retailer-supplier Relationship Study

The retailers gradually occupied a leading position in the industrial chain and thereverse control to Suppliers is becoming stronger and stronger along with the plannedeconomy change to the market economy and the seller’s market change to the buyer’smarket. Although the national related department has taken administrative legislationor regulations, but the Retailer-supplier contradiction has no signs of easing, on thecontrary, the phenomenon is becoming increasingly fierce. This paper studied theretailer-supplier relationship based on the phenomenon of the reverse control to theSuppliers. This paper first defines and expounds the basic connotation of the reversecontrol、the implementation ways and the formation mechanism, and by using theModified Hall Model analyzes the retailers and suppliers of published listed data tomake empirical analysis, Specifically measures the retailers and suppliers marketpower. From the two aspects of Economics and Management analysis, theimplementing ways mainly through two aspects of longitudinal restraint andmarketing control, among which the channel fee and own brand marketing has themost representative. Therefore this paper then analyzed the two specific ways ofretailers implement reverse control by the specific cases, which combined with theCarrefour specific case mainly expounds the definition and the reasons of the channelfee and the welfare influence of the retailers and suppliers、consumers and the wholesocial;Combined with Watson specific case mainly expounds the definition and thereasons of private brand marketing、the main role to the retailers etc. Based on theanalysis of the above content, this article puts forward the relevant policy Suggestionsmainly from the antitrust regulation、 relationship marketing and industry associationin order to setting up justice trading platform and reasonable and orderly market orderfor the retailers and suppliers.