Research Into Impacts Of Sales Promotion Of Large Supermarkets On The Cooperative Intent Of Large Brand Products Suppliers

As a key factor of the operation and sale activities, sale promotion is also a research field full of controversies. In the former research about its function and effects, it is often regarded as a strategic tool with theoretic drawbacks and a means to create sale for the manufacturers. Therefore most researches start with the behavior of the producing enterprises and the behavior of the consumers. The promotion at the retail stage has always been neglected. However, in social practice, more and more people begin to feel the importance of the sale promotion of the retailer, who is the medium of the supplier's sale promotion. So the retailer's sale promotion is drawing more and more academic attention.The retailer's sale promotion activity is closely related with the supplier with whom he establishes a trade relationship in the form of contract. But the two are not a community, therefore, they have respective limited reasonable behavior and Opportunist behavior. On the other hand, the condition of capital special use between the retailer and the supplier increases the cost of changing partner, so under the function of sale dependency and purchase dependency, neither is willing to harm the cooperative relationship, but conflicts are also difficult to avoid because of their own interests. This research is carried out from the three dimensions of the trade cost economics: limited reason, opportunism and capital special use, from the two angles of the nature and channel relationship of the retailer's sale promotion.