本文選題：縱向競爭 + 兩部制收費��； 參考：《上海社會科學院》2017年碩士論文

【摘要】：在縱向競爭市場中,上游的制造商與下游零售商之間的合同可能不僅包括中間價格,還包括一個固定轉移支付項。這種特殊的合同形式被稱作兩部制收費合同。在現(xiàn)實經(jīng)濟中,尤其在零售業(yè),兩部制收費是一種常見的合同形式。然而,受困于無法估計兩部制收費合同中的固定轉移支付項,兩部制收費合同一直缺乏實證研究�，F(xiàn)有的文獻不得不忽略固定轉移支付項,由此得出的廠商縱向競爭戰(zhàn)略的福利效應分析,比如縱向一體化、轉售價格維持等,也將因此存在較大偏誤。這篇論文的主要貢獻是提供了一套在計算上可行的算法用于估計兩部制收費合同中的固定轉移支付項,從而使兩部制收費的實證研究成為可能。為了計算兩部制收費合同中的固定轉移支付項,這篇論文在傳統(tǒng)實證產(chǎn)業(yè)組織的縱向競爭模型的基礎上,做了兩個關鍵調(diào)整。第一,不同于以往的文獻,在這篇論文中,零售商與制造商談判的結果被描述為零售商的產(chǎn)品組合決策。在每一期,零售商需要決定貨架上的產(chǎn)品組合。如果某個品牌在零售商的產(chǎn)品組合中,意味著零售商與這一品牌的制造商達成了協(xié)議;反之,則沒有達成協(xié)議。在這篇論文中,零售商的產(chǎn)品組合決策與定價決策被統(tǒng)一在一個差異化產(chǎn)品市場模型框架下。模型包括三個階段。在第一階段,零售商決定最優(yōu)產(chǎn)品組合,第二階段,零售商制定價格,第三階段,消費者選購產(chǎn)品。建模順序與決策順序正好相反。第二,假定零售商在產(chǎn)品組合決策上是絕對理性的,根據(jù)顯示偏好弱定理,觀測到的產(chǎn)品組合帶給零售商的利潤必然不低于這一產(chǎn)品組合之外的所有可能的產(chǎn)品組合帶來的利潤。這篇論文通過構建了一系列的備選產(chǎn)品組合決策與觀測到的決策之間的不等關系,將這些不等關系式轉化為零售商利潤函數(shù)中固定轉移支付項的上界與下界,最后利用最小距離估計法估計出這部分的未知參數(shù)。這一方法被稱為不等距估計法,是近十年計量經(jīng)濟學與統(tǒng)計學的熱點之一。這篇論文將上述建模與估計方法應用于美國薯片產(chǎn)業(yè)的實證分析,估計出不同品牌的薯片制造商與零售商合同中的固定轉移支出。薯片是常見的零售產(chǎn)品,品牌眾多,市場集中度極高,競爭激烈,產(chǎn)品差異化程度大,這意味著薯片產(chǎn)業(yè)存在固定轉移支付的可能性比較高。這篇論文的數(shù)據(jù)來自于美國IRI公司,使用的主要變量包括產(chǎn)品品牌、制造商、UPC、價格、銷量等,其中價格與銷量是零售商-周層面的。這篇論文的樣本觀測值超過140萬,包括500家零售商,52周,共計561件產(chǎn)品。這篇論文的主要結論有兩點。第一,不同薯片品牌同零售商之間的固定轉移支付存在明顯差異。第二,在考慮固定轉移支付后,零售商的利潤分成將明顯區(qū)別于不考慮固定轉移支付的情況。由于零售商利潤分成經(jīng)常作為衡量零售商在同制造商討價還價時議價能力的工具,如果研究者在計算議價能力時沒有考慮固定轉移支付,得出的結論很可能存在較大偏誤。另外,這一結果對分析縱向一體化、轉售價格維持等現(xiàn)象的福利效應有重要影響。
[Abstract]:In the vertical competition market, the contract between the upstream manufacturer and the downstream retailer may not only include intermediate prices, but also a fixed transfer payment. This special form of contract is called the two part contract. In the real economy, especially in the retail industry, the two part system is a common form of contract. However, it is trapped. It is impossible to estimate the fixed transfer payment terms in the two system fee contract. The two system fee contract has not been studied empirically. The existing literature has to ignore the fixed transfer payment, and the analysis of the welfare effect of the vertical competition strategy, such as the vertical integration and the resale price maintenance, will also have a larger error. The main contribution of this paper is to provide a set of computationally feasible algorithms to estimate the fixed transfer payments in the two charge contract, so that the empirical study of the two system charge is possible. In order to calculate the fixed transfer payment in the two part system, this paper is in the vertical competition of the traditional empirical industry organization. On the basis of the contention model, two key adjustments are made. First, different from the previous literature, in this paper, the result of the negotiation between retailers and manufacturers is described as the retailer's product portfolio decision. In each period, the retailer needs to determine the product portfolio on the shelf. If a brand is in the retailer's portfolio, it means zero. The seller has reached an agreement with the manufacturer of this brand; conversely, there is no agreement. In this paper, the retailer's product portfolio decision and pricing decision are unified under a differentiated product market model. The model consists of three stages. In the first stage, the retailer decides the optimal product portfolio, the second stage, the retailer system. Set price, third stage, consumer purchase product. The modeling order is opposite to the decision order. Second, suppose the retailer is absolutely rational in the product portfolio decision. According to the show preference weak theorem, the observed product combination brings the profit of the retailer not less than all the possible product combinations outside the product combination. By constructing a series of unequal relations between the decision making and the observed decision, this paper transforms these unequal relations into the upper and lower bounds of the fixed transfer payments in the retailer's profit function. Finally, the unknown parameters are estimated by the minimum distance estimation method. It is one of the hotspots of econometrics and statistics in the last ten years. This paper applies the above modeling and estimation method to the empirical analysis of the American potato industry, and estimates the fixed transfer expenditure in the contract between the manufacturer and the retailer of different brands. The potato chips are common retail products, many brands and market. High concentration, fierce competition and great difference in product, which means the possibility of the existence of fixed transfer payment in potato chips industry is high. The data of this paper comes from IRI company in the United States, the main variables used include product brand, manufacturer, UPC, price, sales and so on, in which price and sales are retailer week level. The sample observation value of the paper is more than 1 million 400 thousand, including 500 retailers and 52 weeks, a total of 561 products. The main conclusion of this paper is two points. First, there is a significant difference between the fixed transfer payments between different potato chips and the retailers. Second, after considering the fixed transfer payment, the profit sharing of the zero seller will be distincently different from the non consideration of the fixed transfer. When the retailer's profit is often used as a tool to measure the bargaining power of the retailer in the bargaining with the manufacturer, if the researcher does not consider the fixed transfer payment when calculating the bargaining power, the conclusion is likely to have a larger error. In addition, this result is the analysis of vertical integration and resale price dimension. The welfare effect of holding and so on has an important effect.
【學位授予單位】：上海社會科學院
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274

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本文編號：1985836