Research Of The Conditions And Effect Factors Of Manufacturer-retailer’s Innovation Cooperation On The Basis Of Buyer Power

In recent years, as the transfer of channel control power, large retailers arerising day by day, whose status in the supply chain also increases accordingly.Relying on the buyer power, a growing number of retailers start to put pressure onsuppliers, such as charging channel fees, delaying the payment, launching their ownbrand goods, etc. Under the circumstances of weak exports and rising productioncosts, the profit space of manufacturers is limited. With the retailers’ oppression,many manufactures have been overwhelmed even in danger of withdrawing frommarket.When survival is difficult to sustain, manufacturers’ resources for innovationwill be reduced, which will lead to the lack of enterprise innovation. As a result, themanufacturers’ market power will be further weaken... In the long run, the value ofthe whole supply chain will decrease seriously. To solve the problem, this paperfound the breakthrough theoretically: through innovation cooperation, the relationsbetween suppliers and retailers will be improved, and the value of the supply chainwill get promoted as well.First of all, this paper summarized and reviewed the development course ofretailer-supplier relationship domestically and abroad, and found that despite of thedifferent historical backgrounds and development paths, the changes of therelationship between retailers and suppliers have rules to follow. According to theexperience of developed countries, win-win cooperation will become the mainstreamof retailer-supplier relationship in our country, and manufacturer-retailer innovationcooperation will become an important part of it.Then, based on the supply chain composed of one manufacturer and tworetailers, this paper constructed a manufacturer-retailer innovation cooperation gamemodel in three situations, and discussed the conditions of enterprises’ participating incooperation as well as the relative welfare effects. In addition, by comparative staticanalysis, this paper further investigated the impacts of buyer power on cooperationdecision, product innovation, corporate profits and social welfare, etc., and found thebest cooperation situation in which we could get the highest social benefits.And then, this paper used the Probit model to assess and analyze the survey data, and investigated the factors that affect whether the manufactures wouldcooperate with retailers in product innovation, which would provide the theoreticalpart reality support and effective complement. Finally, this paper made a review ofall the conclusions, and put forward some ideas and methods to the follow-up studyfrom two aspects of theory and practice.