流通研究的现状与课题 本书特色
其一，这时期是日本流通经济剧烈动荡的一个时期，流通研究人员如
何看待分析这一变化并加以梳理，对展望日本今后的流通发展有着必不可
缺的巨大作用。以日本生产性本部视察团的报告为契机，日本正式导入美
国式市场行销。这一时期，流通经济产生了战前日本所不具备的巨大的结
构变化。具体来说，超市连锁急速增长带来零售结构的变化，如中小零售
业危机、分店纷争增多；日本政府转换流通政策，如中小零售业的振兴政
策及调整政策等。
流通研究的现状与课题 内容简介
本书批判性总结了第二次世界大战后的流通研究，以及70年代以后日本流通研究的动向。1993年恰逢研究会成立20周年，值此应当纪念的年份里，本书的出版发行对今后的课题及发展具有重要意义。
流通研究的现状与课题 目录
目 录 1 第1编 商 业 论 绪论 ····················································································2 第1章 商业资本论 ·······························································8 1.1 商业资本的独立化理论 ··············································9 1.2 平均利润率补充均等化与商业价格 ·····························15 1.3 定义式与价值法则两不误之试行 ································21 第2章 商业垄断论 ······························································32 2.1 商业垄断论 ···························································32 2.2 综合商社 ······························································35 第3章 中小商业论 ······························································46 3.1 中小商业 ······························································46 3.2 小微零售业 ···························································59 第1编 文献 ·······································································72 第2 编市场营销理论 2 绪论···················································································86 第4 章市场营销总论 ···························································89 4.1 市场营销理论的方法和体系 ······································ 89 4.2 市场营销战略理论 ·················································105 第5 章市场营销分论 ························································· 115 5.1 产品策略·····························································115 5.2 价格策略 ·····························································121 5.3 渠道策略 ·····························································133 5.4 宣传策略 ·····························································148 第6 章市场营销的新局面 ··················································· 162 6.1 国际市场营销 ·······················································162 6.2 服务市场营销 ·······················································172 6.3 现代消费理论 ·······················································180 第2 编文献 ····································································· 188 第3 编现代流通论 3 绪论 ················································································· 216 第7 章现代流通的基本问题 ················································ 219 7.1 现代流通的基本性质 ··············································219 viii 7.2 流通体系论 ··························································229 7.3 现代流通与信息 ····················································243 第8 章现代流通政策 ························································· 256 8.1 流通政策的基础研究 ··············································256 8.2 现代流通政策的研究 ··············································261 第3 编文献 ····································································· 271 第4 编农产品流通论 4 绪论 ················································································· 286 第9 章农产品流通问题 ······················································ 289 9.1 大米流通与粮食管理问题 ········································289 9.2 批发市场论 ··························································301 9.3 畜产品流通论——以食用肉为中心·····························312 9.4 产地直销论 ··························································324 第4 编文献 ····································································· 336 第5 编欧美的流通研究 5 绪论 ················································································· 350 第10 章美国的流通研究 ····················································· 354 10.1 市场营销的成立与开展 ········································354 10.2 零售业态的历史经纬 ···········································360 10.3 战后美国零售业的现状和课题 ·······························362 10.4 美国的分店调整 ·················································370 第11 章欧洲的流通研究 ····················································· 374 11.1 英国································································374 11.2 德国································································385 11.3 法国································································394 第5 编文献 ····································································· 412
