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Linda M.Randall所著的Reluctant Capitalists谈到一件事: 在美国,零售商和批发商向生产商索取额外补偿,以保 证商店在布货时将其产品摆放在最佳位置,这已成为一种商 业惯例。不仅美国,这也是中国的一种商业惯例。比如把图 书摆放在显眼的位置,书店要向出版商索取额外的补偿。 其实,零售商自己对货品摆放的位置更敏感,他们对不 同位置的门面支付不同的租金。位子的差异是一个信息问 题,无论是商场内的陈列,还是商场所处的位置,有些位置 比另一些位置更容易让人发现,换言之,顾客的搜寻成本相 对较低。
Reluctant Capitalists, by Linda M. Randall, talked about one thing: In the United States, retailers and wholesalers are asking for extra compensation from manufacturers to make sure that stores have their products in the best positions when they are being stocked, A business practice. Not only the United States but also a commercial practice in China. For example, the book placed in a prominent position, the bookstore to the publisher for additional compensation. In fact, the retailers themselves are more sensitive to where the items are placed and they pay different rents to the different facades. The difference in seats is a matter of information. Whether it is a display inside a shopping mall or a shopping mall, some locations are easier to find than others. In other words, the search cost of customers is relatively low.