Research on Manufacturer-led Marketing in the UK : Towards Comparative Study of Marketing

英国制造商主导的营销研究:走向营销的比较研究

• 批准号: 13630120
• 负责人: USUI Kazuo
• 金额: $ 2.11万
• 依托单位: Saitama University
• 依托单位国家: 日本
• 项目类别: Grant-in-Aid for Scientific Research (C)
• 财政年份: 2001
• 资助国家: 日本
• 起止时间: 2001 至 2003
• 项目状态: 已结题
• 来源: https://kaken.nii.ac.jp/grant/KAKENHI-PROJECT-13630120/
• 关键词: manufacturer-led marketing in the UK; competition policy in the UK; marketing of impulse ice cream; automobile marketing; marketing of domestic electric goods; exclusive and selective distribution system; withholding of supply; recommended retail p

The research project is to explore the actual conditions of manufacturer-led marketing in the UK, and the relationship of marketing practice with competition policy by the government. The research focuses on three industries, that is, impulse ice cream, automobile, and domestic electric goods.In the ice cream industry marketing of impulse ice cream is controlled by the large-sized manufacturers such as Unilever (BEW), while marketing of take-home ice cream is performed by large-sized multiples. The manufacturers of impulse ice cream provided exclusive freezers with CTNs, most of which are petty retailers. The freezer exclusivity actively makes these petty retailers into the manufacturers' exclusive dealers. Unilever, being different from other manufacturers, also organises wholesalers as exclusive agents. The Competition Commission (the Monopolies and Mergers Commission) opposes these exclusive activities.In the automobile industry, the manufacturers have adopted the SED (selective and … More exclusive distribution) system. The manufacturers control the dealers in many aspects, and the so-called fleet customers are favorably treated. The Secretary of State for Trade and Industry ordered to prohibit discrimination between fleet customers and others, and restriction on advertising, while the Competition Commission radically recommended abandoning the SED system altogether.In the industry of domestic electrical goods, the manufacturers of the 'brown' goods are mainly the Japanese companies such as Sony and Matsushita, while the suppliers of the 'white' goods are basically the European manufacturers. On the retailer side, some leading multiples, Dixons and Commet, have large market shares in both brown and white goods. Almost all the manufacturers adopt the selective distribution system, which is accompanied by withholding of supply to particular retailers. The Competition Commission finds that the refusing to supply the warehouse clubs functioned as price-fixing at retail selling. In addition, almost all the manufacturers suggest or recommend the retail prices of their products. Because of this practice, large multiples negotiate frequently before publishing the recommended retail prices by the manufacturers. Furthermore, almost all retailers use the recommended prices as the starting point of their discount. The Competition Commission recognizes the 'complex monopoly situation' including both of supplier's and retailer's sides, and concluded that this was against the public interest. The Secretary of State for Trade and Industry gave the order in 1998 that prohibited the suppliers from publishing the recommended retail prices.In short, the manufacturers who are the marketers in the UK prefer marketing strategy that establishes exclusive or 'keiretsu' marketing channels, refuses to supply discounted retailers, and maintains retail prices by publishing the recommended retail prices. Although it has been said that these features in strategy are unique to Japanese marketing, they are more or less shared by the UK marketers. Nevertheless, the strict attitude by the UK Competition Commission prevents these features from being put into practice. As a result, the actual form of marketing becomes different between the UK and Japan. Less

本研究项目旨在探讨英国企业家主导营销的实际情况，以及营销实践与政府竞争政策的关系。本研究以冰淇淋、汽车、家电三大产业为研究对象，冰淇淋产业中，冰淇淋的市场营销主要由联合利华等大型制造商控制，而冰淇淋的市场营销主要由大型连锁店进行。冲动冰淇淋的制造商提供了独家冰柜与CTN，其中大多数是小零售商。冰箱专营权积极使这些小零售商成为制造商的独家经销商。联合利华与其他制造商不同，它还组织批发商作为独家代理。竞争委员会（垄断和合并委员会）反对这些排他性活动。在汽车行业，制造商采用了SED（选择性和 ...更多信息 独家分销）系统。厂家在很多方面控制着经销商，所谓的大客户受到优待。贸易和工业大臣下令禁止歧视车队客户和其他人，并限制广告，而竞争委员会则激进地建议完全放弃SED系统。在家用电器行业，“棕色”商品的制造商主要是索尼和松下等日本公司，而“白色”商品的供应商基本上是欧洲制造商。在零售商方面，一些领先的倍数，迪克森和康梅特，在棕色和白色商品上都有很大的市场份额。几乎所有的制造商都采用选择性的分销系统，这是伴随着对特定零售商的供应扣留。竞争委员会认为，拒绝供应仓储式俱乐部起到了在零售中操纵价格的作用。此外，几乎所有的制造商都建议或推荐其产品的零售价格。由于这种做法，大倍数在制造商公布建议零售价之前经常进行谈判。此外，几乎所有的零售商都使用建议价格作为折扣的起点。竞争委员会认识到包括供应商和零售商双方在内的“复杂的垄断情况”，并得出结论认为，这违反了公共利益。1998年，英国贸易和工业大臣下令禁止供应商公布建议零售价。简言之，作为英国营销者的制造商更倾向于建立独家或“经连会”营销渠道的营销策略，拒绝向折扣零售商供货，并通过公布建议零售价来维持零售价。虽然有人说，这些战略特征是日本营销所独有的，但英国营销人员或多或少也有这些特征。然而，联合王国竞争委员会的严格态度使这些特点无法付诸实施。因此，英国和日本之间的实际营销形式变得不同。少

项目成果

Kazuo Usui: "Advantages and Disadvantages of Japanese Marketing : Focusing on Marketing by Automobile Manufacturers and Convenience Stores"Academy of Marketing 2001 Proceedings. (CD-ROM Version). 1-16 (2001)

Kazuo Usui：“日本营销的优点和缺点：关注汽车制造商和便利店的营销”营销学院 2001 年论文集。

Kazuo Usui: "Advantages and disadvantages of Japanese Marketing : Focusing on Marketing by Automobile Manufacturers and Convenience Stores (in English)"Academy of Marketing 2001 Proceedings. (CD-ROM Version). 1-16 (2001)

Kazuo Usui：“日本营销的优点和缺点：专注于汽车制造商和便利店的营销（英文）”营销学院 2001 年论文集。

薄井和夫: "イギリスにおける家電マーケティングと競争政策-競争委員会報告書を中心に-"社会科学論集. 第113号(掲載予定). (2004)

Kazuo Usui：“英国的家电营销和竞争政策 - 关注竞争委员会报告 -”社会科学杂志第 113 期（待出版）。

Kazuo Usui: "What is Marketing (in Japanese)"Marketing and Current Society (Tokyo : Otsuki-shoten). 2-27 (2003)

臼井一夫：“什么是营销（日语）”营销与当前社会（东京：大月商店）。

薄井和夫: "マーケティングとは何か"マーケティングと現代社会(薄井和夫)(大月書店). 2-27 (2003)

臼井一夫：“什么是营销？”（臼井一夫）（大月书店）2-27（2003）。