河南财经学院本科生毕业论文 从郑州蒙牛家乐福事件分析如何建立和谐零供
关系
院系名称 姓 名 学 号 专 业 指导教师
工商管理 曹富云 2005403402 市场营销 申海波讲师
2009月6月2日
摘 要
近年来，随着流通业的发展，零供关系紧张已成为一个全国性的共性问题，发生在我们身边的蒙牛家乐福事件，是中国零供矛盾爆发的一个典型案例，是中国供商关系不和谐的一个有代表性的影响事件。对于供商矛盾冲突频发的原因，大多数的观点只着重强调处于供应链强势地位的零售商对处于弱势地位的供应商的压榨，而不能从正反两方面辨证地去看待问题产生根结，因而在供商矛盾愈演愈烈的情况下，社会仍不能给出有效的解决方案。在大力倡导建设和谐社会之际，和谐的零供关系无疑具有非常重要的理论意义和实际意义：和谐的零供关系是建设和谐社会的应有之意，同时也有利于更好的建设和谐社会。而建立适应并促进社会主义流通业的和谐零供关系，需要从供应链两端同时入手，供应商与零售商都应做出正确的调整。本文从身边的案例出发探索零供关系紧张的深层原因，并将零供关系置于建设和谐社会这个大的宏观背景之下，追寻世界零售业零供关系发展脉络并由此推断我国零供关系所处的特殊阶段，最后系统地探讨如何改善。
关键词： 蒙牛家乐福事件 ； 零供关系 ； 通道费
Abstract
In recent years，with the development of circulation ，the strained relations between retailers and suppliers has become a general national problem. Mengniu and Carrefour incidents which happened around us are such a case that shows the strained relationship or even conflicts between retailers and suppliers. We are in a great time of building a harmonious society; the relationship between retailers and suppliers for a harmonious relationship is undoubtedly a very important issue, no matter theoretically or practically. At the same time it is also conducive to better the relationship between retailers and suppliers in a harmonious society. This thesis, starting from the point of exploring the case of Mengniu and Carrefour incidents, then analyze the underlying causes of tension and reasons, hoping helpful for building a well-round relationship between retailers and suppliers, thus can access the brink of the big macro background, knowing the development stage in China. Finally, it aims to examine and improve the relationship system.
Key Words: Mengniu and Carrefour incidents; Retailers and suppliers; Access fee
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目 录
引 言·············································································································································· 1 （一）研究目的和意义 ·············································································································· 1 （二）文献综述 ··························································································································· 1 （三）研究内容和方法 ·············································································································· 1 （四）本文创新点 ······················································································································· 1 一、郑州蒙牛家乐福事件 ············································································································ 2 （一）事件概述 ··························································································································· 2 （二）事件起因引起的思考 ······································································································ 2 二、供应商与零售商关系现状 ···································································································· 3 （一）我国零供关系逐步恶化 ·································································································· 3 （二）我国零供关系紧张的表现形式 ······················································································ 3
1．零供博弈 ························································································································· 3 2．供非所需 ························································································································· 4 3．缺乏信任 ························································································································· 4 三、零供关系紧张的原因 ············································································································ 4 （一）买方市场的形成 ·············································································································· 4 （二）零售商收取进场费用的内在基础 ·················································································· 5
1．通道费用的概念与内涵 ································································································ 5 2．零售企业向供应商收取通道费用的原因 ··································································· 5 3．通道费用对零供关系的损害 ························································································ 5 （三）零售商经营的模式 ·········································································································· 6
1．出租柜台进行经营 ········································································································ 6 2．拖欠货款 ························································································································· 7 （四）部分零售商盈利模式走入误区 ······················································································ 7 （五）零售商存在职务腐败 ······································································································ 7 四、建立新型的和谐零供关系 ···································································································· 8 （一）和谐零供关系的概念和重要意义 ·················································································· 8 （二）和谐零供关系的特征与要求 ·························································································· 9
1．零售商的变革················································································································· 9 2．供应商的调整··············································································································· 10 3． 政府的政策保障 ········································································································ 11
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五、建立和谐零供关系的建议 ·································································································· 13 （一）家乐福应创建双赢伙伴关系的理性发展模式 ··························································· 13 （二）家乐福应该发展自有品牌，与供应商加强平等合作 ·············································· 13 （三）在家乐福内部严格规范管理，健全内部控制制度 ··················································· 14 参考文献 ······································································································································· 15 致 谢 ·············································································································································· 16 附录：调查问卷 ··························································································································· 17
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