大型乳品企业投资于需要专用性资产的辅助性活动而控制奶源以阻挠其他企业进入或回避被其他企业封阻,借助强大的资本实力通过并购重组和巨额广告投资抢夺市场份额以构筑规模经济壁垒阻挠其他企业进入;Stackelberg Model分析表明奶源控制行为是通过提高其他企业的进入成本以达到阻挠目的,而兼并重组和巨额广告投资行为则是获得规模经济优势以使进入者处于成本劣势,然后辅以价格战威胁而构筑其他企业进入壁垒的;大型乳品企业实施的奶源控制阻挠行为使奶农处于受“要挟”境地,成为“三聚氰氨”事件直接诱因;为了快速扩大企业规模以构筑规模经济壁垒而采用OEM方式,导致“回奶”现象产生;为了构筑规模经济壁垒而展开“价格战”以争夺市场份额导致“还原奶”和“倒奶”现象出现;优化乳业纵向组织关系和产业组织结构是提高乳业市场绩效的重要对策。 Large-scale dairy companies invest in auxiliary activities that require specialized assets to control milk sources in order to discourage other enterprises from entering or evading blockage by other enterprises, and grab market share through strong mergers and acquisitions and huge advertising investments with a view to building scale economy barriers Blocking other enterprises to enter; Stackelberg Model analysis shows that the milk control behavior is to increase the entry costs of other enterprises to achieve the purpose of obstruction, and mergers and acquisitions and huge advertising investment is to gain economies of scale to make the entrants into a cost disadvantage, and then The threat of price war to build barriers to entry of other enterprises; the implementation of a large dairy dairy milk control obstruction of behavior so that dairy farmers in the “hostage” situation, a “melamine ” direct cause of the incident; in order to rapidly expand Enterprise scale to build economies of scale and the use of OEM mode, resulting in “back to milk ” phenomenon; in order to build economies of scale and expand “price war ” in order to compete for market share, “restore milk ” and “down Milk ”phenomenon; optimize dairy vertical relations and industrial organization structure is to improve the performance of the dairy industry an important countermeasure