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首页> 外文期刊>International Review of Economics and Finance >Emerging dual channel system and manufacturer's direct retail channel strategy
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Emerging dual channel system and manufacturer's direct retail channel strategy

机译：新兴的双渠道系统和制造商的直接零售渠道策略

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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.
机译：互联网已导致许多制造商在其现有的离线零售网络中添加直接的在线零售渠道。制造商使用在线和离线渠道，通过使用单独的渠道针对不同细分客户群的需求定制产品和服务，从而扩大了市场覆盖范围和利润。最近有关渠道管理的许多研究倾向于将重点放在定价策略上，而不是分析渠道策略。本文分析了制造商将在线商店视为其新的直接在线渠道时的最佳渠道策略，并从消费者异质性和零售服务的角度讨论了这些渠道策略的一些战略意义。

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  • 来源
    《International Review of Economics and Finance》 |2011年第4期|p.812-825|共14页
  • 作者

    Se-Hak Chun; Byong-Duk Rhee; Seong Y. Park; Jae-Cheol Kim;

  • 作者单位

    Department of Business Administration, Seoul National University of Science and Technology, Kongneung-gil 138 Nowon-gu, Seoul 139-743, Republic of Korea;

    Graduate School of Management, Ajou University, 5 Woncheon-dong, Yeongtong-gu, Suwon 443-749, Republic of Korea;

    Department of Business Administration, Seoul National University of Science and Technology, Kongneung-gil 138 Nowon-gu, Seoul 139-743, Republic of Korea;

    Graduate School of Management, Korea Advanced Institute of Science and Technology, 87 Hoegiro, Dongdaemun-gu, Seoul, 130-722, Republic of Korea;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    Channel management; Direct online channel; Dual channel; Came theory; Consumer heterogeneity;

    机译：渠道管理直接在线渠道双渠道流行理论消费者异质性;

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