Emerging dual channel system and manufacturer's direct retail channel strategy

被引：40

作者：

Chun, Se-Hak ^{[1
]}

Rhee, Byong-Duk ^{[2
]}

Park, Seong Y. ^{[1
]}

Kim, Jae-Cheol ^{[3
]}

机构：

[1] Seoul Natl Univ Sci & Technol, Dept Business Adm, Seoul 139743, South Korea

[2] Ajou Univ, Grad Sch Management, Suwon 443749, South Korea

[3] Korea Adv Inst Sci & Technol, Grad Sch Management, Seoul 130722, South Korea

来源：

INTERNATIONAL REVIEW OF ECONOMICS & FINANCE | 2011年 / 20卷 / 04期

基金：

新加坡国家研究基金会;

关键词：

Channel management; Direct online channel; Dual channel; Game theory; Consumer heterogeneity; PRICING STRATEGIES; INFORMATION; PROFITS;

D O I：

10.1016/j.iref.2011.02.006

中图分类号：

F8 [财政、金融];

学科分类号：

0202 ;

摘要：

The Internet has led many manufacturers to add direct online retail channels to their existing offline retail networks. Using both online and offline channels, manufacturers increase their market coverage and profits by customizing their products and services for the differing needs of customer segments using separate channels. Much recent research on channel management tends to focus on pricing strategies rather than analyzing channel strategies. This paper analyzes optimal channel strategies of manufacturers when they consider online stores as their new direct online channels, and it discusses some strategic implications of these channel strategies from the perspective of consumer heterogeneity and retail services. (C) 2011 Elsevier Inc. All rights reserved.

引用

页码：812 / 825

页数：14

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