中文摘要：

本文针对传统渠道权力理论中对消费者作用研究的不足．重点考察了消费者的购买行为对厂商关系中权力结构的影响。研究发现消费者的需求信息以及他们用来进行理性购买决策的产品信息是建立消费者行为与厂商权力关系之间关联的核心要素。制造商和零售商对消费者需求信息的获取、占有和处理决定了它们对消费者购买行为的影响力；而制造商和零售商向消费者传递的产品供应信息的方式和类型，以及在此基础上形成的消费者品牌忠诚和店铺忠诚行为则对厂商间的权力结构造成了更为直接的影响。本文建立了消费者行为影响厂商权力结构机理的框架模型，并提出了一些基本的理论命题以启发后续的实证研究。

英文摘要：

Given the inadequate understanding of consumers＇ role in the traditional channel power theory, the author proposes to study the influence of consumers＇ purchase behaviors on the power structure of the manufacturer-retailer relationship. Specifically, the competence of acquiring, possessing and processing demand information determines the influence by the manufacturer and retailer on consumers＇ purchase behaviors. Brand loyalty and slore loyalty of consumers shaped by communication by both manufacturer and retailer have more direct influences on the power structure. The author constructd a conceptual model and proposes some theoretical propositions.