权益分类	功能权益	普通用户	{{item.name}}会员
{{category.name}}	{{benefitItem.name}}

Theoretical and Empirical Study on the Problem of Trust-Cooperation Dynamism in the Japanese Distribution System

日本流通体系信托合作活力问题的理论与实证研究

基本信息

批准号：
12630120
负责人：
CHOI Sang Chul
金额：
$ 1.22万
依托单位：
University of Marketing and Distribution Sciences
依托单位国家：
日本
项目类别：
Grant-in-Aid for Scientific Research (C)
财政年份：
2000
资助国家：
日本
起止时间：
2000 至 2001
项目状态：
已结题

项目摘要

Recently the Japanese oligopoly manufacturers are modifying the AVMSP(Administered Vertical Marketing System Policy) which is regarded as traditional channel relation" drastically. On the other hand, it is requested that the oligopoly manufacturers should hurry up building "new channel relation" that was based on the partnership in a mutual equal position with the major distributors. The new channel relation is totally different from the Conventional AVMSP. In the context of the new channel relation, the one-sided power exercise to the small distributors by oligopoly manufacturers will be uneasy. The various innovations in the Japanese distribution system are now going on, including the manufacturer-retailer alliance that partnership relation is emphasized now. "However, is it true that the above AVMSP really becomes a lost paradigm in the marketing channel of Japan as the remains of the old era? Is the new channel relation such as the manufacturer-retailer alliance accepted as the alt … More ernate paradigm to AVMSP? In this research, while glaring such movement of recent distribution system as the turbulence ofAVMSP and the progress of new types of manufacturer-retailer alliance, we think over the operational way of the channel strategy of the oligopolistic firm in this evolutional distribution system. First of all, we examine the result of the conventional channel research that has been discussed mainly about the power and trust concept in the marketing channelcritically. Next, we present the new analysis framework in the channel policy based on the literature survey. Then, we describe the pattern of the representative enterprises (concretely Matsushita Electric Industrial Co, World Co., SHISEIDO Cosmetics) for the AVMSP, which have repeated trials and errors toward the construction of new channel relation in order to confirm the efficacy of this analysis framework.We suggest the practical implications to the oligopolistic firms which are constructing the new paradigm after AVMSP, while suggesting also the implications to the marketing academism in this research which covers the theory and practice in the channel. We emphasize the channel portfolio strategy that urges the channel resource allocation of the readiness between AVMSP and new manufacturer-retailer alliance in the implementation of the channel policy. We believe that it must be the exact way to adjust channel interface confronting to the environment challenge. Less

近年来，日本的寡头厂商正在对传统的渠道关系-行政垂直营销系统政策进行"大刀阔斧"的修改。另一方面，也要求寡头厂商与主流经销商在平等的地位上，尽快建立以伙伴关系为基础的“新型渠道关系”。新的信道关系与传统的AVMSP完全不同。在新的渠道关系背景下，寡头厂商对小经销商的片面权力行使将难以为继。日本流通体制的各种革新正在进行，包括强调伙伴关系的厂商-零售商联盟。“然而，上述AVMSP真的成为旧时代遗迹日本营销渠道中失落的范式吗？新的渠道关系如厂商-零售商联盟是否被接受为替代品 ...更多信息 AVMSP的典型范例？在本研究中，我们在关注AVMSP的动荡和新型零售商联盟的发展等现代分销系统的动态的同时，思考了在这种演化的分销系统中寡头企业的渠道策略的运作方式。首先，我们批判性地审视了传统渠道研究的结果，其中主要讨论了营销渠道中的权力和信任概念。其次，在文献综述的基础上，提出了渠道政策的新分析框架。然后，我们描述了具有代表性的企业（具体为松下电器工业公司、世界公司、本文以日本资生堂化妆品公司为例，通过对AVMSP后的寡头企业在构建新的渠道关系上的反复尝试和失误，验证了本文分析框架的有效性，并对AVMSP后的寡头企业在构建新的渠道关系上的实践意义进行了探讨，同时也对本研究中的营销策略主义提出了建议。在渠道策略的实施过程中，我们强调了渠道组合策略，促使AVMSP和新的制造商-零售商联盟之间的渠道资源配置准备就绪。我们认为，这是调整渠道界面以应对环境挑战的正确途径。少