1990年代之前，发展中国家快消品市场为以家庭小店为代表的传统零售所垄断。随后，现代实体零售（如超市）和现代虚拟零售（电子商务）入局。自此，家庭小店被迫与现代零售商竞争，品牌商则新增销售渠道。至今，超市和家庭小店垄断快消品零售市场且份额相当，而电商份额依然偏小。作为零售业发达的中国，零售创新走在前列。近期，中国快消品运营最具创新的模式有两种。一是电商（如阿里巴巴和京东）开展“一百万个家庭小店计划”，向家庭小店全面开展批发业务；于是，电商和家庭小店新增供应关系，品牌商被迫与电商竞争批发业务。二是电商（如阿里巴巴）在近期收购中国超市连锁，将大量线上商品置于超市门店；于是，电商和超市由竞争转为竞争与议价双重关系，而品牌商的零售渠道顿时错综复杂。本项目考虑发展中国家零售运营特点，尤其是以中国快消品市场创新为素材，采用多阶段多方博弈模型，研究新零售渠道和模式出现前后，快消品零售供应链的竞争和议价。

Prior to the 1990s, the Fast-Moving-Consumer-Goods (FMCG) retail market in emerging markets was completely dominated by the traditional retail, which is represented by mom-and-pop stores. Afterwards, the modern physical retail which is represented by supermarkets and virtual retail which is represented by e-commerce entered the emerging markets. Since then, mom-and-pop stores are forced to compete with modern retailers while FMCG manufacturers gain new retail channels. Currently, supermarkets and mom-and-pop stores dominate the FMCG retail market with equal share while e-commerce still underperforms. With a highly developed FMCG retail sector, China pioneers retail operations innovation among the emerging economies. Recently, there are two notable retail innovations in the FMCG sector. First, e-commerce platforms including Alibaba and JD.com issued a one-million-mom-and-pop-store plan under which these platforms have started to wholesale to mom-and-pop stores. As a result, the competing retailers became supply chain partners, and FMCG manufacturers are forced to compete with e-commerce in the wholesale business. Second, e-commerce platform Alibaba acquired multiple Chinese supermarket chains, and positioned large number of online products at offline supermarket outlets. Subsequently, the former competing retailers are engaged in negotiations and bargaining, and manufacturers’ retail channels complicate substantially. With consideration of the FMCG retail characteristics, using the Chinese retail market innovation as the background, we propose to adopt multi-stage multi-unit games to study the competition and bargaining in FMCG retail supply chains in emerging markets.