连锁店的定价策略[文献翻译]VIP免费

第1页共11页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共11页原文：Chain-StorePricingforStrategicAccommodationThechainstorehasbeenoneoftheprincipalfactorsinthemovementtowardsthesimplificationofdistributivefunctions.Assuch,ithascausedpronouncedconcernamongmanufactures,jobbers,andretailers.Ithasbeenthesubjectoflitigation,ofrecrimination,andofendlessdiscussion.Themanufacturerhashesitatedtomakefulluseofthechainstoresystemasanoutlet,becauseofhisdesirenottooffendthemembersofhisregulardistributivesystems.Thejobberhasmadeopenwaruponthechainbecauseithasfranklyattemptedtosupplanthim,andtoindependentretailerhasoftenfailedtorecognizethedecisivelineofdivisionbetweenpricemerchandisingandservicemerchandising.Everyconcernwhichultimatelymarketsitsproductstotheconsumerisvitallyaffectedbythestatusofchainretailing;moreparticularlywiththepositionwhichitwilloccupyinthefuture.Thefollowingpagescontainabriefresumeofthepresentchainstoresituationinthefieldsofretailingwhereithasbecomewellestablished.TrendsofdevelopmentThemostrapidgrowthofthechainstorehastakenplaceinthegrocery,drug,drygoods,tobacco,andconfectionerylines.Itisessentialtounderstandthereasonsforthis:1.Thepublicdemandintheselinesiswelldefined;isnotsubjecttogreatfluctuationintimesofbusinessdepression;andineachcasethereisa“repeatmarket.”2.Thearticleshandledfallmainlyintheclassofnecessities,orsemi-necessities.Thatis,theyareregardedasessentialbyaproportionofthemarketlargeenoughtoinsureasteadydemand.3.Becauseofthestandardcharacterofthestocks,andthebroaddemand,ahighrateofturnovermaybemaintained,whichallowsthechaintomakeasmallbut第2页共11页第1页共11页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共11页steadymarginofprofitatfrequentintervals.4.Buyingorpurchasingisstandardizedandcentralizedatheadquarters.5.Sincearticlesareofsmallunitvalue,andnotbulkyorheavy,thechainstoreisabletooperateonacashandcarrybasis-afactorofgreatimportanceinchainstoregrowth.6.Merchandisingislargelyamatterofdisplayandpriceadvertising.7.Standardizationofmethodshasmadeitpossibletocentralizemanagementatheadquartersandcontrolmemberstoresundermanagerswho,whiletheymayhaveapecuniaryinterestinsalesmadebytheirstores,havenothingtosayabouttheconductingofthem..Ouranalyticfocusinthispaperisthegeographicscopeofpricing.Specifically,isitbetterforachain-storeretailertosetpricesaccordingtolocalmarketconditions(reflectingdifferencesincost,demandandcompetition)orsetcommonpricesthatapplyacrossallitsstores,i.e.adoptauniformpricingpolicy?Arelikelyfirmdecisionsonthisinlinewithconsumerpreferences?IncontrasttotheentrydeterrenceissueconsideredbySelten(1978),MilgromandRoberts(1982)andKrepsandWilson(1982),welooktoseewhetherpricingpolicy,otherthandeterringentry,mightinsteadbeemployedstrategicallytoaccommodateentrywhenitisinevitable.Thegeographicscopeforpricingisaveryrealissueformultipleretailers.Itisevidentthatinpracticesomechain-storegroupsadoptuniformpricingwhileothersdonot.Insomesectors,allmultipleretailerspriceidenticallyacrosstheirstores,e.g.UKelectricalgoodsretailers(MMC,1997a,b).Whileinothersectors,localpricingispractisedtotheextentthatproductpricesmightvaryconsiderablyfromonestoretoanother,e.g.theFTCfoundthatforofficesupplysuperstoresaveragepricesvariedbyasmuch16%dependingontheextentoflocalcompetitionintheUS.Moreover,thispricingpolicydistinctionappliesn...