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Effects of a Dominant Retailer's Exclusive Dealing on Distribution Channel Structures
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대형소매점의 단독 판매가 유통경로구조에 미치는 영향

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Type
Academic journal
Author
Yeong Seon Kang (서울시립대학교)
Journal
KOREA DITRIBUTION ASSOCIATION Journal of channel and retailing Vol.20 No.1 KCI Accredited Journals
Published
2015.1
Pages
61 - 91 (31page)

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Effects of a Dominant Retailer's Exclusive Dealing on Distribution Channel Structures
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본 연구는 제조업체 간 경쟁과 소매업체 간 경쟁을 고려한 두 가지 유통경로인 대칭적 포괄적 유통경로(symmetric full channel)와 비대칭적 혼합적 유통경로(asymmetric mixed channel)를 비교하였다. 대칭적 포괄적 유통경로에서는 두 제조업체가 두 소매업체에게 제품을 납품하고 비대칭적 혼합적 유통경로에서는 대형소매업체에 의한 단독판매 요구가 둘 중 하나의 제조업체에게 받아들여지고, 소매업체 한 곳에서만 단독 판매하는 제품이 생기게 된다. 두 가지 다른 유통경로구조의 비교를 위하여 Trivedi(1998)의 연구에서 제시된 선형수요함수를 이용하여 제조업체 간, 그리고 소매업체 간의 경쟁을 포함한 모형을 분석하였다. 유통경로 상에 제조업체가 의사결정의 Stackelberg leader로서 도매가격을 먼저 정하는 경우와 소매업체가 의사결정의 Stackelberg leader로서 소매 마진을 먼저 정하는 경우를 비교하였다. 또한 두 소매업체 간의 한계소매비용이 동일한 경우와 대형소매업체가 한계소매비용에서 우위를 가지는 경우를 비교하였다. 분석결과, 제조업체가 Stackelberg leader인 경우와 소매업체가 Stackelberg leader인 경우 그리고 두 소매업체 간 한계소매비용이 동일한 경우와 동일하지 않은 경우를 모두 포함하여 대칭적 포괄적 유통경로(symmetric full channel)가 내쉬 균형이 되었다.
#대형소매업체 #단독판매 #유통경로구조 #게임이론 #Dominant Retailer #Exclusive Dealing #Distribution Channel Structure

Contents

Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구모형과 분석결과
Ⅳ. 결론 및 시사점
참고문헌
ABSTRACT

References (21)

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1. [기타자료] - Korea Herald Business / 2014 / What we also like the Galaxy "different color" ... carriers colors competition / 2014.7.3 google schola 2. [학술지(정기간행물)] - Besanko, David. / 1994 / Exclusive Dealing in a Spatial Model of Retail Competition / International Journal of Industrial Organization 12 : 297 ~ 329 google schola 3. [학술지(정기간행물)] - Besanko, David. / 1993 / Equilibrium Incentives for Exclusive Dealing in a Differentiated Products Oligopoly / The Rand Journal of Economics 24 (4) : 646 ~ 667 google schola 4. [학술지(정기간행물)] - Bernheim, B. Douglas. / 1998 / Exclusive Dealing / Journal of Political Economy 106 (1) : 64 ~ 103 google schola 5. [학술지(정기간행물)] - Briesch, Richard A. / 2009 / How Does Assortment Affect Grocery Store Choice? / Journal of Marketing Research 46 (2) : 176 ~ 189 google schola

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