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今年是我国商贸流通领域对外资全面开放11周年。我国零售业开放程度已经走在亚洲各地区最前列,而且事实上形成了对外商进入不设防的局面。利用古诺博弈模型和“领导者-追随者”模型论证跨国零售商对本土生厂商、消费者、零售商以及产业链福利的影响。结果显示:在跨国零售商参与竞争的市场中,市场份额向跨国零售商与本土零售商中具有成本优势的一方倾斜,且市场份额差距随成本差距增大而扩大;跨国零售商成本节约、绩效改善会促使均衡零售价格下降、均衡销量上升,从而改善消费者福利,生产商也可以从其利润提升中受益;产业链福利受跨国零售商影响具有不确定性和条件性,而且存在产业链福利与本土零售商不一致的“冲突”:只有当跨国零售商具有成本优势、在市场中扮演示范者角色时,其才对产业链福利产生正向效应,但却以牺牲本土零售商市场份额和利润空间为代价。
This year is the 11th anniversary of the full liberalization of foreign investment in the field of commerce and trade in our country. The opening up of China’s retail industry has come in the forefront of various regions in Asia, and has in fact formed a situation in which foreign businessmen are entering the country without any fortifications. Using the Cournot game model and the “leader-follower” model, we demonstrate the influence of multinational retailers on the welfare of local producers, consumers, retailers and industry chains. The results show that: in the market where multinational retailers compete, the market share is inclined to the cost advantage of multinational retailers and local retailers, and the market share gap widens with the increase of cost gap; the cost saving and performance of multinational retailers Improvement will lead to a balanced retail price decline, a balanced sales increase, thereby improving consumer welfare, manufacturers can also benefit from its profit increase; industrial chain benefits by multinational retailers have uncertainties and conditions, and the existence of industrial chain benefits “Conflicts”: inconsistent with local retailers: Only when transnational retailers have a cost advantage and play a role as a demonstrator in the market, they have a positive effect on the industrial chain welfare but at the expense of the domestic retailer’s market share And profit margins for the price.