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试图为过度竞争找到判断标准多出于政府规制的政策目的。以往国内外关于过度竞争的研究多以制造业为观察对象,其结论用来解释零售业的过度竞争现象时便会遇到理论上的困难。本研究在分析零售业与制造业在竞争方式和产品本质差异的基础上,针对零售业的竞争特征,给出了零售业过度竞争的定义和判断标准。研究发现,如果单以过度竞争发生时的企业行为特征作为判断过度竞争的标准,就有可能出现逻辑错误。据此提出零售业的过度竞争应从行业利润率、零售商促销行为、服务能力和零售组合等方面来判断。
Attempting to find a judgment criterion for over-competition is more of a policy goal of government regulation. In the past, most research on over-competition at home and abroad took the manufacturing industry as the object of observation. The conclusions of this study will be theoretically difficult to explain the over-competition in the retail industry. Based on the analysis of the differences between the retail industry and the manufacturing industry in the nature of competition and products, this study gives the definition and criteria for the over-competition in the retail industry. The study found that if only the behavior of enterprises when excessive competition is taken as the criterion for judging over-competition, logic errors may occur. Accordingly, the over-competition in the retail industry should be judged from the industry profit margins, retailers’ promotional activities, service capabilities and retail mix.