Abstract：Retailing format based on diversity and multiple equilibrium is an important response on the consumer heterogeneity in Post-Fordism Era. This paper constructs 1×N, N×1, N×N model, analyzes the multiple equilibrium of retailing formats, and builds a mirror from consumer preference to retailing format. The conclusion is that consumer heterogeneity, retailer’s cost transfer and its scale economy as endogenous drivers make all formats of retailing prosper. Diversified formats of retailing and the multiple equilibria are important ways for distribution to respond to the consumer heterogeneity in post-Fordism. With respect to the process of roundabout production, circulation process is the horizontal extension of interface, and it realizes end demand response through diversified formats of retailing, complementary functions and differentiated services. In the meantime, the circulation process also provides theoretical and research foundation for targeted circulation policy.
Keywords: Consumer Heterogeneity, Retailing Format, Search, Roundabout Production
source:Finance & Trade Economics ,No11,2013