中文摘要：

在零售商的通道费收费中，返点机制应用非常广泛。笔者在零售商销售努力的基础上，结合考虑其销售效率，研究了返点机制的应用对销售努力、市场价格、市场销量以及各个市场主体利益的影响。笔者分析了返点机制下通道费的影响因素及其作用机制，讨论了在制造商主导定价条件下的最优返点比例的制定，结果表明：返点机制下，通道费不是零售商和制造商之间的一种“零和博弈”，而是对大型零售商的销售激励与回报，同时并不会降低消费者福利。

英文摘要：

This paper researches the influence of rebate mechanism for the sales effort, market prices and final sales based on the sales efficiency by analyzing the factors and function of slotting allowance with rebate mechanism. The optimal rebate proportion and its slotting allowance is discussesed in the case of the manufacturer pricing. It is found that slotting Allowance is not a ＂zero-sum game＂ between manufacturers and the supermarket, but a kind of sales incentive and return to large retailers, which will not lower consumer welfare.