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1、Chapter5VerticalRestraintsECNUOrientalRealEstateCollege5.1IntroductionVerticalRelationsmeansthefore-and-aftrelationsinvaluechainbetweentwofirms.Oneisupstreamfirm(markedwithM,manufacturer),theotherisdownstreamfirm(markedwithR,retailer).IOmakesresearchnotonsinglemarket
2、,butonmultiplemarketstheyaffectseachother；VerticalRelationsisthetypicalmodeofmultiplemarketswithinteractiverelations.Themiddleprocessinverticalrelationsisdrawnintoforspecialization,butbringsintosomenewquestionsatthesametime.Inthischapter,wediscussreasonswhyanupstream
3、firmmightwanttoestablishcontractualtermsdifferentfromthoseofasimpleper-unitconstantpricecontract.Thesecontractualclausesarefrequentlyknownasverticalrestraintsbecausetheynormallyrestrainthedownstreamfirminsomeway.一般的，纵向约束是指非纵向一体化的厂商与上下游厂商签订长期的、具有约束力的合同，包括列明零售价格、销售数量、销
4、售区域等条款或行为方式等。其目的是希望能达到一体化的效果，同时又能避免一体化的成本。TraitsofverticalrelationsVerticalrelationsamongfirmsisdifferentfromtherelationwithconsumers：1、Thefirmthatsellsdirectlytotheconsumernormallycontrolsmostofthevariablesthatdetermineconsumerdemand：price,quality,advertising,saless
5、ervice,andsoon.Thesameisnottrue,howerer,foramanufacturerwhosellsthrougharetailer：therearemanydeterminantsoffinaldemandthatfallbeyondthemanufacturer’scontrol.2、Competitionexistsamongtradesmengenerallywhilebeingnotamongconsumers.3、Thenumberofintermediatefirmsisamall,wh
6、ereasthenumberoffinalconsumersislarge.Popularmanaginginstrumentsappliedbymanufacturersinpatentleechdommarket,automobilemarket,booksmarket,andjeansmarket.etc.Appliedbykindsoffirmssuchasnewfirmsholdingsmallmarketshare,firmsinpreponderantstate,andduoupolyfirmsinmarketwi
7、thmediumconcentration.ResearchpremiseInthischapter,wewilltakenoconsideroftransactioncost,incompletecontracts,ownershipandotherfactorsimportanteveninperfectcompetitionmarket.Wewillfocusonmonopolycausationofverticalrelations,namelythosefactorscausingverticalcontrolonly
8、whenmidding-productmarketbeingnocompetitive(Tirole,p217).PolicymeaningAccordingtotraditionalexplanation,verticalrestraintsistoolsbo
