Research On The Influence Of Retailer Buyer's Power On Upstream Supplier's Profit Under The Background Of Dual-channel Integration

As a leading industry to guide consumption in China,retail industry plays an extremely important role in the sustainable and healthy development of social economy.With the development of information technology and the emergence of e-commerce mode,more and more traditional retailers no longer only through a single entity channel,but gradually adopt the dual channel mode of online and offline integration for product retail.In the context of the transformation and upgrading of the retailer's dual channel mode,more and more large retailers begin to use their market forces to gradually control the business activities of upstream supplier enterprises directly or indirectly through the introduction of their own brands,the collection of channel fees for commodities.The market originally supplied The vertical relationship of traditional industrial chain dominated by business quotient is transformed into a new type of industrial chain organization relationship dominated by downstream retailers,and the contradiction and conflict between zero supply are gradually aggravated,which inhibits the market efficiency.Therefore,it is of great practical significance for the influence of retailer buyer power on supplier's profit under the background of double channel and to explore the correct way of cooperation between zero supply.This paper mainly explores the influence of the buyer power of Chinese retailers on the profit of upstream suppliers under the background of dual channels.First of all,this paper expounds the development background of retail industry and combs the development course of retail trade and zero supply relationship in China since the reform and opening up.Secondly,based on the circulation process of products from production to use,using mathematical modeling method,the qualitative analysis of the influence of horizontal collusion game level between entity retail channel and network retail channel when strong retailers dominate supply chain and vertical bargaining layer between zero supply under retailer dual channel mode on upstream supplier profit is carried out respectively.A Moran's I finger is then used The spatial correlation of upstream supplier's profit is examined,and the result shows that the spatial agglomeration of supplier's profit is obvious.Furthermore,the spatial weight matrix is constructed from three aspects: adjacency,economic distance andinvestment of R & D capital,and SAR?SEM?SED three spatial measurement models are used to empirically test and analyze the influence of buyer power of retailers above quota on the profit of upstream suppliers in China from 2007 to 2016.The conclusion shows that the retailer buyer power has a significant negative effect on the upstream supplier profit in the region from the national level,that is,the greater the retailer buyer power,the smaller the upstream supplier profit.But On the whole,the spatial spillover effect of retailer buyer power on the profit of upstream suppliers in the surrounding area is not significant,indicating that the buyer power of local retailers will not have a significant impact on the profit of suppliers in the surrounding area;from the subregional point of view,China's retailer buyer power has significant inhibition and spatial spillover effect on the profit of upstream suppliers in the eastern and central western regions.This paper holds that this may be related to the obvious differences in economic development,cultural customs and so on between regions of China.Finally,according to the theoretical analysis and empirical results,this paper puts forward some policy suggestions to solve the problems of China's zero supply relationship.