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| The Creation of Slotting Allowance and Its Influence on the Profits of Manufacturers——A Study from the Aspect of Brand Value |
| TAO Jin guo,HU Wen jia |
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Abstract The imposition of slotting allowance arouses channel conflicts and tension between wholesalers and retailers. Schools of “Efficiency Theory” and “Market Power Theory” have conducted research from their respective realms. But as for the slotting allowance, they do not reach a coherent conclusion about its influence on the profits of manufacturers. This paper tries to restudy the creation of slotting allowance from the aspect of brand value and explains the existence basis of slotting allowance --- the retail market power and its resources. Then, based on this, the paper discusses the influence of retailer brand value on the retail quantity and profits of manufacturers. Finally, through the data of the manufacture industry of our country, the author gets the conclusion that slotting allowance do not reduce the profits of manufacturers. This thesis not only has a signific
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Received: 02 February 2012
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Corresponding Authors:
TAO Jin guo
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2012, Vol. 1 
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