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

近年来，日本寡头垄断厂商正在对被视为传统渠道关系的“行政垂直营销体系政策”（AVMSP）进行大幅修改。另一方面，要求寡头垄断厂商抓紧与主要经销商建立平等伙伴关系的“新渠道关系”。新的通道关系与传统的AVMSP完全不同。在新渠道关系的背景下，寡头垄断厂商对小经销商单方面行使权力将令人不安。日本的流通体系正在进行各种创新，包括现在强调伙伴关系的制造商-零售商联盟。“然而，上述AVMSP是否真的成为了日本营销渠道中失去的范式，成为旧时代的遗迹？”新的渠道关系，如制造商-零售商联盟，是否被接受为AVMSP的替代模式？本研究在关注avmsp的动荡和新型制造商-零售商联盟的发展等近期分销体系的变动的同时，思考了在这种演变的分销体系中，寡头垄断企业的渠道战略的运作方式。首先，我们对传统渠道研究的结果进行了批判性的审视，这些研究主要是关于营销渠道中的权力和信任概念的讨论。其次，在文献综述的基础上，提出了新的渠道政策分析框架。然后，我们描述了AVMSP的代表企业（具体为松下电器工业株式会社、世界株式会社、资生堂化妆品）在构建新渠道关系方面的反复尝试和错误的模式，以验证该分析框架的有效性。本文提出了对在AVMSP之后正在构建新范式的寡头垄断企业的实践启示，同时也提出了本研究对渠道理论与实践的营销学术界的启示。我们强调渠道组合战略，在渠道政策的实施中，促使AVMSP和新的制造商-零售商联盟之间的渠道资源配置的准备。我们认为，面对环境的挑战，这必须是调整通道接口的正确方法。少

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