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本文在较为全面地回顾和评述了西方及我国学者对进场费问题的研究现状的基础上,借鉴政治经济研究框架,构建了一个包括经济学与营销学双重研究视角的综合性分析框架,从而在经济学分析的基础上,融入了渠道行为研究,为进场费研究提供了一个新的视角。本文认为进场费实践不仅会受到渠道内部交易形式与权力结构的影响,还会受到渠道外部供求关系、渠道成员所在产业的市场结构及其与外部主体间的权力关系的影响,并在一定程度上反作用于上述因素。
Based on a comprehensive review and review of the present research status of the entrance fee by scholars in the West and China, this dissertation constructs a comprehensive analytical framework that includes the dual perspectives of economics and marketing by referring to the framework of political economy research. On the basis of economic analysis, the research into channel behavior has provided a new perspective for the study of entrance fee. This paper argues that the admission fee practice will not only be affected by the internal trading channel structure and power structure, but also by the external supply and demand channels, channel members of the industry structure of the market and its relationship with the power of external entities, and to some extent On the reaction of the above factors.