中文摘要：

跨国汽车制造商向中国市场的下游零售商植入纵向价格协议，被普遍认为是国内进口汽车价格高企成因；而跨国制造商则声称进口汽车高零售价是市场供求关系的正常表现，纵向价格协议只是为了激励零售商更好地服务于本土消费者。本文将零售商服务因素引入Puppeand Rosenkranz的理论模型．讨论跨国汽车制造商在中国市场植入RPM策略及实施手段，并相应地探讨针对其RPM策略性行为的规制问题。研究表明：在RPM定价机制下，真实零售价因零售商服务而上升的幅度取决于零售商的服务效率．而制造商对预期产业链利润的追求与消费者福利最大化追求相一致：无论两部收费制还是RPM定价机制，制造商都将会限制特许费的总量和变化速度。据此。本文尝试解释中国市场进口汽车高价的形成机理——跨国汽车制造商为追求预期产业链利润发布高水平建议零售价，并通过向下游植入RPM协议及借助零售商服务．推高进口汽车市场的真实零售价；而零售商利用局部垄断地位，选择消极服务态度和减少特许费手段来增加自身利润．使得跨国汽车制造商设置以建议零售价为标准的价格下限。进一步地．本文也给出相应的规制建议．

英文摘要：

It is widely considered that the high retail price of imported automobile comes from the vertical price agreement that the multinational carmakers imposes into the downstream firms in China. However, the multinational carmakers announces that the high retail price is the normal response for supply-demand law and the vertical price agreement is imposed to incentive the downstream retailers to offer better service to the consumers. This paper investigates multinational carmakers＇ implementation of RPM strategy and other regulation problems by combing the basic theory model in Puppe and Rosenkranz＇s paper with retailer service. These research findings are, under RPM pricing mechanism, the increasing extent of actual retail price by retailer service depends on retailer service efficiency and manufacturer＇s expected industrial chain profit pursuing is consistent with consumer welfare maximizing pursuing; no matter two-part tariff or RPM pricing, the manufacturers will restraint the sum and growth speed for franchise fee. Based On these results, this study tries to provide a forming mechanism for high price of imported automobile in China： the multinational automobile manufacturers issue high suggested retail price for their products for pursuing expected industrial chain profit and then impose RPM agreement into the downstream so that higher actual retail price is formed in automobile retailing transaction; At the same time, because of the local monopoly status, the retailers choose negative servicing manner and decreasing franchise fee to increase their total profit. Therefore, multinational automobile manufacturers have to set price floor that based on suggested retail price. Moreover, this study gives relevant suggestions for regulation.