连锁店的定价策略文献翻译

1、原文：Chain-Store Pricing for Strategic AccommodationThe chain store has been one of the principal factors in the movement towards the simplification of distributive functions. As such, it has caused pronounced concern among manufactures, jobbers, and retailers. It has been the subject of litigation, o

2、f recrimination, and of endless discussion. The manufacturer has hesitated to make full use of the chain store system as an outlet, because of his desire not to offend the members of his regular distributive systems. The jobber has made open war upon the chain because it has frankly attempted to sup

3、plant him, and to independent retailer has often failed to recognize the decisive line of division between price merchandising and service merchandising.Every concern which ultimately markets its products to the consumer is vitally affected by the status of chain retailing; more particularly with th

4、e position which it will occupy in the future. The following pages contain a brief resume of the present chain store situation in the fields of retailing where it has become well established.Trennds of devveloopmeentThe mosst rrapiid ggrowwth of thee chhainn sttoree haas ttakeen pplacce iin tthe gro

5、ocerry, druug, dryy gooodss, ttobaaccoo, aand connfecctioonerry llinees. It is esssenttiall too unnderrstaand thee reeasoons forr thhis:The pubblicc deemannd iin tthesse llinees iis wwelll deefinned; iss noot ssubjjectt too grreatt fllucttuattionn inn tiimess off buusinnesss deepreessiion; annd iin

6、eeachh caase theere is a “reppeatt maarkeet.”The artticlles hanndleed ffalll maainlly iin tthe claass of neccesssitiies, orr seemi-neccesssitiies. Thhat is, theey aare reggardded as esssenttiall byy a prooporrtioon oof tthe marrkett laargee ennouggh tto iinsuure a ssteaady demmandd.Becaausee off thh

7、e sstanndarrd ccharractter of thee sttockks, andd thhe bbroaad ddemaand, a higgh rratee off tuurnooverr maay bbe mmainntaiinedd, wwhicch aalloows thee chhainn too maake a ssmalll bbut steeadyy maargiin oof pproffit at freequeent inttervvalss.Buyiing or purrchaasinng iis sstanndarrdizzed andd ceentrr

8、aliizedd att heeadqquarrterrs.Sincce aartiiclees aare of smaall uniit vvaluue, andd noot bbulkky oor hheavvy, thee chhainn sttoree iss abble to opeeratte oon aa caash andd caarryy baasiss-a facctorr off grreatt immporrtannce in chaain stoore groowthh.Mercchanndissingg iss laargeely a mmattter of dis

9、splaay aand priice advverttisiing.Stanndarrdizzatiion of metthodds hhas madde iit pposssiblle tto ccenttrallizee maanaggemeent at heaadquuartterss annd cconttroll meembeer sstorres undder mannageers whoo, wwhille ttheyy maay hhavee a peccuniiaryy innterrestt inn saaless maade by theeir stooress, hha

10、vee noothiing to sayy abboutt thhe ccondducttingg off thhem.Our anaalyttic foccus in thiis ppapeer iis tthe geoograaphiic sscoppe oof ppriccingg. Speecifficaallyy, iis iit bettterr foor aa chhainn-sttoree reetaiilerr too seet ppricces acccorddingg too loocall maarkeet ccondditiionss(reefleectiing di

11、ffferrencces in cosst, demmandd annd ccomppetiitioon) or sett coommoon ppricces thaat appply acrrosss alll iits stooress, ii.e. addoptt a uniiforrm ppriccingg pooliccy? Aree liikelly ffirmm deecissionns on thiis iin llinee wiith connsummer preeferrencces? Inn coontrrastt too thhe eentrry ddeteerreen

12、cee isssuee connsiddereed bby SSeltten (19978), MMilggromm annd RRobeertss (119822) aand Kreeps andd Wiilsoon(119822), we loook tto ssee wheetheer ppriccingg pooliccy, otheer tthann deeterrrinng eentrry, migght inssteaad be empployyed strrateegiccallly tto aaccoommoodatte eentrry wwhenn itt iss inne

13、viitabble. The geoograaphiic sscoppe ffor priicinng iis aa veery reaal iissuue ffor mulltipple rettaillerss. It is eviidennt thaat iin ppraccticce ssomee chhainn-sttoree grroupps aadoppt uunifformm prriciing whiile othherss doo noot. In somme ssecttorss, aall mulltipple rettaillerss prricee iddentti

14、caallyy accrosss ttheiir sstorres, e.g. UK eleectrricaal ggoodds rretaaileers (MMMC, 19997a,b). Whhilee inn ottherr seectoors, loocall prriciing is praactiisedd too thhe eexteent thaat pprodductt prricees mmighht vvaryy coonsiiderrablly ffromm onne sstorre tto anootheer, e.gg. tthe FTCC fooundd thha

15、t forr offficce ssuppply suppersstorres aveeragge ppricces varriedd byy as mucch 116% deppenddingg onn thhe eexteent of loccal commpettitiion in thee USS. MMoreeoveer, thiis priicinng ppoliicy disstinnctiion apppliees nnot jusst tto ddifffereent secctorrs bbut cann appplyy wiithiin tthe samme ssectt

16、or, e.g. amoongsst UUK ssupeermaarkeets wheere, off thhe lleaddingg fiifteeen grooupss, eeighht priicedd unnifoormlly wwhille sseveen ppricced acccorddingg too loocall coondiitioons (Coompeetittionn Commmisssioon, 20000). Yett, iin tthesse ddayss off coompuuterr-baasedd prriciing sysstemms, it cann

17、haardlly bbe ssaidd thhat ticckettingg coostss arre hhighh, oor tthatt loocall deemannd aand cosst ccondditiionss caannoot bbe eeffeectiivelly gauugedd. HHencce, chooosiing a uunifformm prricee muust be seeen aas aa coonscciouus aact. Off cooursse, uniiforrm ppriccingg miightt noot bbe ppraccticcabl

18、le wwhenn reetaiilinng ccostts aare subbstaantiiallly ddifffereent froom oone areea tto aanottherr. Nevvertthellesss, ffor manny mmulttiplle rretaaileers botth llocaal aand uniiforrm ppriccingg miightt bee feeasiiblee buut aa chhoicce hhas to be madde oon wwhicch tto aadoppt. Thiis leaads to twoo qu

19、uesttionns, firrst whyy itt miightt evver be preeferrablle ffor thee inncummbennt tto impposee a connstrrainnt oon iits ownn beehavviouur, andd seeconnd tthe cirrcummstaancees uundeer wwhicch thee coonsttraiint is dessiraablee. OOur keyy innsigght on thee fiirstt quuesttionn iss ass foolloows: A fir

20、rm willl ffindd ittsellf mmoree unnderr coompeetittionn inn soome marrketts tthann ottherrs. By praactiicinng uniiforrm ppriccingg, iit ssofttenss coompeetittionn beetweeen itsselff annd rrivaal pplayyerss. TThiss enntaiils setttinng aa hiigheer ppricce iin tthosse mmarkketss suubjeect to (moore) co

21、ompeetittionn, aat tthe exppensse oof lowwer priicess inn maarkeets wheere it is nott suubjeect (orr iss leess subbjecct) to commpettitiion, commparred witth aa prractticee off maarkeet-sspeccifiic ppriccingg. TThe higgherr prricee inn tuurn makkes thee acctioon oone whiich rivvalss fiind atttraccti

22、vve, so it doees nnot reqquirre aagreeemeent. Thuus iif tthe marrketts uundeer ccomppetiitioon aare impporttantt ennouggh tto tthe firrm, itss neet ggainn iss poosittivee. Hennce ourr paaperrs priime foccus is on thee paarammeteers asssociiateed wwithh thhe nnatuure andd inttenssityy off coompeetitt

23、ionn thhat migght infflueencee thhis chooicee. Theere is somme ccommmonaalitty iin tthiss isssuee wiith rellateed qquesstioons on thiird-deggreee prricee disscriiminnatiion in oliigoppolyy (ee.g. Hoolmees, 19889). Moore speecifficaallyy, tthe isssuess raaiseed herre ttie in witth wwhy oliigoppoliist

24、iic ffirmms wwoulld wwishh too liimitt orr evven enttireely avooid priice disscriiminnatiion, e.g. Winnterr (119977) aand Corrts (19998), oor aadoppt ppraccticces whiich proovidde thee saame outtcomme, nottablly cconttempporaaneoous MFCC cllausses, e.g. DeGGrabba (19887) andd Bessankko aand Lyoon (1

25、9993). Theere aree obbvioous linnks bettweeen oour papper andd Coortss (119988) wwhicch aalsoo coonsiiderrs tthe queestiion of uniiforrm vverssus disscriiminnatoory priicinng uundeer dduoppolyy (wwithhin a rrathher diffferrentt frrameeworrk). Hoowevver, inn Coortss mmodeel, it turrns outt thhat it i

26、s usuuallly nnot in a firrmss unnilaaterral inttereest to praactiise uniiforrm ppriccingg. TTherrefoore, whheree unnifoorm priicinng is proofittablle, strrateegicc coommiitmeentss noot tto ppricce ddisccrimminaate aree noormaallyy innvollvedd annd hennce disscusssioon ffocuusess onn thhe fformm thhe

27、see miightt taake. By conntraast, wiithiin oour fraamewworkk, aand forr a speeciffiedd raangee off paarammeteers, wee fiind thaat iit iis iin tthe firrmss owwn inttereest nott too diiscrrimiinatte aand thaat uunifformm prriciing ariisess ass ann eqquillibrriumm sttrattegyy. Thiis iis iimpoortaant, a

28、nnd pprovvidees aa neew iinsiightt, bbecaausee itt meeanss thhat uniiforrm ppriccingg neeed nnot be acccomppaniied by eviidennce of strrateegicc coommiitmeent to thaat ppoliicy in ordder forr itt too bee woorthhwhiile andd prracttiseed. 1. InttrodducttionnOur ressultt thhat firrms cann coommoonlyy b

29、ee beetteer ooff undder a uunifformm prriciing reggimee caastss an inttereestiing ligght on somme ootheer pprevviouus mmodeels. Thhe rresuult is nott neew - itt waas ffirsst enccounnterred in Hollmess (19889) “weeak marrkett-sttronng mmarkket” moodell off prricee disscriiminnatiion in oliigoppolyy.

30、HHoweeverr, iin ttheiir iinveestiigattionn off a moddel simmilaar tto Hollmess, Armmstrrongg annd VVickkerss (220011) ffindd thhat if a mmarkket is suffficcienntlyy commpettitiive, prrofiits alwwayss inncreeasee wiith disscriiminnatiion. Thhis leaads theem tto cconccludde thaat “Hollmess rresuult th

31、aat pproffitss maay ffalll wiith disscriiminnatiion reqquirres marrketts tto bbe reaasonnablly uuncoompeetittivee.” (p. 5997). Ouur mmodeel sshowws tthiss iss noot ccompplettelyy trrue. Inn ourr frrameeworrk, whiich in efffectt haas aa weeak andd a strrongg maarkeet, proofitts mmay falll wwithh diss

32、criiminnatiion whaatevver thee deegreee oof ccomppetiitioon. Thaat iis, howweveer uuncoompeetittivee thhe mmarkket, unnifoorm priicinng ccan be proofittablle. Whaat iis rrequuireed ffor thiis iis eeachh inddiviiduaal mmonoopolly mmarkket, inn ouur cconttextt, tto bbe ssuffficiienttly larrge.To ccons

33、sideer hhow diffferrentt coompeetittivee coondiitioons afffectt thhe sscoppe-oof-ppriccingg deecissionn, thee moodell deevellopeed hheree haas aan iincuumbeent monnopooly chaain-stoore opeerattingg accrosss aa finnitee nuumbeer oof llocaal mmarkketss, aanallogoous to Selltenns welll-kknowwn cchaiin-

34、sstorre pparaadoxx anaalyssis. Hoowevver, inn coontrrastt too Seelteenss frrameeworrk, theese loccal marrketts aare asssumeed to diffferr inn reespeect of thee sccalee off coonsuumerr deemannd aand thiis iin tturnn afffeccts enttry conndittionns. Theere aree twwo mmarkket typpes. Inn eaach of thee l

35、aargeer, “afffluuentt” mmarkketss, eentrry barrrieers aree innsuffficciennt tto pprevventt enntryy byy a neww, iindeepenndennt rrivaal. Yett, iin ssmalllerr, lesss aafflluennt mmarkketss thhe cchaiin-sstorre iis ttakeen tto hhavee a prootecctedd moonoppolyy poosittionn(arrisiing froom nnatuurall orr

36、 innstiituttionnal barrrieers). IIn tthiss seettiing, wee shhow thaat aa chhainn-stoore wouuld nott neecesssarrilyy prrefeer tto uuse loccal priicinng aas aa prrofiit-eenhaanciing priice disscriiminnatiion toool. Commpettitiive conndittionns eexisst iin tthe forrm oof aa reegioon ttraddingg offf tth

37、e deggreee off suubsttituutabbiliity bettweeen eentrrantt annd iincuumbeents pprodductts aand thee deegreee tto whiich duoopolly mmarkketss arre llargger thaan mmonoopolly mmarkketss. UUndeer tthesse ccondditiionss, tthe chaain-stoore wouuld preeferr too coommiit tto aa pooliccy oof uunifformm prric

38、iing sinnce thiis aalloows forr soffterr coompeetittionn inn coonteesteed llocaal mmarkketss annd hhencce rraisses itss agggreegatte pproffitss. Whille tthe proospeect of strrateegicc acccommmoddatiion thrrouggh ddamppeniing priice commpettitiion infflueencees tthe preeferrencce bbetwweenn loocall o

39、rr naatioonall prriciing, a chaain-stoores cchoiice is nott ineevittablly aat vvariiancce wwithh thhat preeferrredd byy soocieety. Inn paartiicullar, a stoores willlinngneess to commmitt too naatioonall prriciing cann inn ceertaain cirrcummstaancees nnot onlly eenhaancee itss prrofiits butt allso ra

40、iise socciall weelfaare if nott coonsuumerr suurpllus. Yeet mmarkket conndittionns commmonnly exiist undder whiich wellfarre wwoulld bbe aadveerseely afffectted by thee chhainn-sttoree folllowwingg itts pprefferrred chooicee. Altthouugh ourr moodell iss unndouubteedlyy sppeciificc, tthe ressultts aa

41、re connsidderaablyy moore genneraal. Ourr geenerral ressultts aare (1) thhat undder a rrangge oof ccondditiionss inncluudinng vveryy coompeetittivee marrketts, uniiforrm ppriccingg iss prrivaatelly ooptiimall booth forr inncummbennt aand enttrannt wwithhoutt co-orddinaatioon aand (2) thhat enfforcci

42、ngg unnifoorm priicinng wwherre ffirmms wwoulld ppreffer loccal priicinng bby nno mmeanns nneceessaarilly aadvaancees ssociial wellfarre. Thee siigniificcancce oof tthe firrst is thaat exiistiing papperss haave conncenntraatedd heeaviily on co-orddinaatedd acctioon oon uunifformm priicinng. By connt

43、raast, pooliccy hhas oftten foccuseed oon wwhettherr fiirmss prractticee unnifoorm priicinng, vieewinng tthiss wiith appprovval, soometthinng iin cconfflicct wwithh ouur ssecoond poiint. The remmainnderr off thhe ppapeer iis oorgaanissed as folllowws. Secctioon 22 diiscuussees tthe anaalytticaal fra

44、amewworkk whhereeby an inccumbbentt chhainn-sttoree reetaiilerr faacess ceertaain enttry in a (fixxed) nummberr off itss loocall moonoppolyy maarkeets. Ass wiith thee orrigiinall Seelteen sstorry, enttry intto succh “conntesstedd” mmarkketss is, inn eaach casse, by an inddepeendeent, noon-aaffiiliaa

45、tedd loocall rettailler. Seectiion 3 tthenn exxamiiness annd ccompparees tthe outtcommes wheere thee chhainn-sttoree usees llocaal ppriccingg aggainnst wheere it adooptss a uniiforrm (nattionnal) prriciing appproaach. Secctioon 44 adddreessees cconssumeer wwelffaree coonsiiderratiionss. SSecttionn 5

46、 conncluudess thhe ppapeer.2. TThe FraamewworkkFolllowiing Sellten andd ottherrs, we connsidder thee siituaatioon oof aa chhainn-sttoree reetaiilerr hooldiing a monnopooly possitiion in a ffiniite nummberr off inndeppenddentt, llocaal mmarkketss. IIn eeachh maarkeet theere is onee pottenttiall enntr

47、aant; shhoulld tthatt fiirm entter, poost-enttry commpettitiion wouuld be chaaraccterriseed bby tthe Berrtraand-Nassh ooutccomee inn a duoopolly ppriccingg gaame. Coomplletee infformmatiion apppliees aand it is asssumeed tthatt thhe iincuumbeent hass noo coost or demmandd advvanttagee ovver thee enn

48、traant, orr viice verrsa. Inn thiis ssituuatiion enttry is ineevittablle iin eeachh loccal marrkett whhen enttry cossts aree loow (at leaast wheen ttherre iis ssomee miinimmal diffferrenttiattionn beetweeen thee fiirmss alllowwingg foor pposiitivve rretuurnss foor tthe enttrannt) andd whhen theere a

49、ree noo innstiituttionnal imppediimennts succh aas pplannninng rresttricctioons thaat pprevventt neew stooress beiing opeenedd. HHoweeverr, iif eentrry ccostts aare subbstaantiial or theere aree noo avvaillablle sittes theen tthe loccal marrkett iss bllockkadeed aand enttry doees nnot occcur. Ourr k

50、eey ddepaartuure froom tthe preevioous litteraaturre iis tthatt wee allloww enntryy noot bbe vviabble in alll loccal marrketts. Thaat iis ffor thee N marrketts oorigginaallyy heeld by thee chhainn-sttoree wee asssumme thaat MM (N) aree bllockkadeed oor ootheerwiise proovidde iinsuuffiicieent demmand

51、d foor ttwo firrms, buut thaat tthe remmainnderr C (= N M) caan bbecoome “coonteesteed” by virrtuee off beecommingg loocall duoopolliess. TThe rellevaancee off thhis asssumpptioon wwilll beecomme aappaarennt ffromm thhe aanallysiis. We havve aa twwo-sstagge ggamee, ddepiicteed iin FFiguure 1. In the

52、e fiirstt sttagee, eeachh enntraant simmulttaneeoussly deccidees wwhettherr orr noot tto eenteer; we illlusttratte wwithh onnly twoo maarkeets andd pottenttiall enntraantss. TThenn inn thhe seccondd sttagee, tthe inccumbbentt deeciddes priicinng ppoliicy wheetheer to praactiice loccal (L) orr unnifo

53、orm (U) prriciing. Thheree iss noo coommiitmeent staage. Thee eqquillibrriumm coonceept is subbgamme pperffecttionn. HHencce, in dettermminiing itss moove, thhe enttrannt (e.gg. EE1) knoows thee paayofffs faccingg thhe iincuumbeent (I), aas iits agggreggateed pproffitss (PII); knoows thaat tthe incc

54、umbbentt wiill chooosee thhe ppathh thhat is thee moore proofittablle. Howweveer, beccausse aan eentrrantt dooes nott knnow howw maany othher enttrannts willl eenteer ffor cerrtaiin (givven simmulttaneeouss enntryy moovess), it willl nnot neccesssariily knoow wwhettherr thhe inccumbbentt wiill praac

55、tiise loccal or uniiforrm ppriccingg.Sourrce: Paaul W. Dobbsonn annd MMichhaell Waaterrsonn, Apprill 20003“Chaain-Stoore Priicinng ffor Strrateegicc Acccommmodaatioon” The uniiverrsitty oof wwarwwickk Deeparrtmeent of Ecoonommicaa inn itts sseriies Thee Waateiick Ecoonommicss Reeseaarchh Paaperr See

56、riees (TWEERPSS) wwithh nuumbeer 6677, PPP.1-4.译文：连锁店的的定价策策略市场环境境的变动动对连锁锁店的分布而言言是主要要因素之之一。这这样，很明显显的它也也引起制造造商、零零售商 、连锁锁店的关关注。因因而已成为争争论的主主体，或或受到指指责,成为没完完没了的的讨论主主体。制制造商会会对充分分利用连连锁店系系统作为为出口的的政策有有些犹豫豫，因为为他的这这一欲望望会违反反成员间间的定期期的规律律性分配配。由于于连锁店店想要取取代零售售店，因因而他们们之间的的战争已已经开始始，并且且对独立立的零售售商来讲讲很难从从价格商商品销售售和服务务的销售售活

57、动中中认识到到自己的的不足之之处。每个关心心最终市市场的产产品给消消费者都都会受到到连锁店店状态重重大的影影响；特特别是未未来将会会占有的的分布情情况。本本文以下下的内容容包括一一个简短短的摘要要以说明明目前连连锁店在在连锁业业领域的的发展情情况以及及它将会会有什么么样好的的建设。发展趋势势连锁店的的快速增增长发生生在杂货货店、药药物、干干货、烟烟草和糖糖果行。经过了了解至关关重要的的原因如如下：1.在这这些行业业中有很好好的公共共需求；不受经经济不景景气的时时候业务务的抑制制；每次次有大波波动的情情况下，会有一个个“重复”的市场场。2.文章章讨论的的主题主要要是立足足于必需需品和半半必需品品

58、这类产产品。这这就是说说，它们们被认为为是基本本的市场场中所占占比例足足够大以以确保稳稳定的需需求。3.由于于存货的的标准特特征，为为储备和和广泛的的需求保保持了很很高的流流动比率率，从而而允许连连锁店是是一个小规模但但具有稳定定的盈利利的单位位。4. 购购买或购购买标准准化,集集中在总总部。5.尽管管本文是是从小单单位价值值而不是是大的方方面来描描述，但但连锁店店能够起起到操纵纵市场现现金，对对连锁店店的成长长起到了了重要的的基础作作用。6. 购购货很大大程度上上是一种种展示和价价格广告告。7.标准准化的方方法有可可能集中中在总部部的管理理和控制制下的商商店经理理人手中中，然而而毫无疑疑问的

59、他他们或许许会在商商店销售售中会受受到罚款款。1.介绍绍本章分析析的重点是地域定定价范围围。具体体地说,是零售售商连锁锁店如何何更好地根据当当地市场场条件制制定价格格(反映映不同的的成本、需求和和竞争)或在所所有申请请的店面里建立同样样的价格格,即采采用一个个统一的的定价政政策。公司做这个决决定是否否会符合合消费者者的喜好好?和泽尔滕滕 (119788)、尔尔格罗姆和罗罗伯茨 （19982 年） 和科瑞瑞普和威威尔逊(19882) 提出的的各种威威慑问题题相比，我们想想看看在在否定价价格政策上上的其他他威慑条条目, 可能会会在相反反的时候候使用,以适应应战略上上不可避避免的要要求。对多数零零售

60、商而而言地域域范围的的价格是是很实际际的问题题。实际上上这是很明明显的,是某某连锁企企业组队采用用统一的的定价,但另外外一些却却不会这这么做。在某些领领域,所所有的多多个零售售商的价价格一致致,例如如在英国国零售商商的商店店，然而在在其他的的行业,当地的的基本定价价从一家家商店到到另一家家在产品品价格上上可能相相差很大大,公平平贸易委委员会发发现,对对于办公公用品的的超市平平均价格格的修改,有多达达16%取决于于在美国国本地竞竞争的程程度各不不相同。此外,这种价价格政策策不仅适适用于区区别不同同部门申申请而且且也适用用于在相相同的部部门, 例如在在英国超超级市场场的位置置，十五五个主导导牌子的