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首页> 外文期刊>Journal of interactive marketing >EXPANDING TO DIRECT CHANNEL: MARKET COVERAGES AS ENTRY BARRIER
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EXPANDING TO DIRECT CHANNEL: MARKET COVERAGES AS ENTRY BARRIER

机译：扩展到直接渠道：作为进入壁垒的市场覆盖率

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A direct marketer can be either a manufacturer selling directly to the final consumers or a retailer that sells an assortment of products from multiple manufacturers. From a manufacturer's point of view, expanding to an online direct channel seems very attractive because intermediaries can be bypassed in reaching final consumers, while the Internet has substantially lowered the entry barrier. With the rapid diffusion of electronic commerce, numerous manufacturers have been considering a direct online channel as an alternative or a supplement to existing retailer channels. However, we observe in the real market that not many manufacturers are fully engaged in online retailing. One major factor frequently mentioned is the conflict with existing dealers who will not be pleased with a manufacturer's attempt to cannibalize their sales. This paper attempts to provide another explanation by comparing theoretical market coverage of manufacturers in a direct channel and a channel with intermediaries. We show that the direct channel can support fewer firms than the traditional retailer channel does, which becomes an effective entry barrier to latecomers. In equilibrium, the products are positively but finitely differentiated in their qualities, and the top two quality tiers would capture more than 75% of the direct channel's market potential (i.e., the "finiteness property"). Thus latecomers would find it difficult to gain a substantial market share against the existing pioneers in the competitive direct market unless they can find other meaningful ways to differentiate horizontally. The sales data of the online retail industry supports our finding.
机译：直销商可以是直接向最终消费者销售产品的制造商，也可以是从多个制造商那里销售产品的零售商。从制造商的角度来看，扩展到在线直接渠道似乎非常有吸引力，因为可以绕过中介机构来接触最终消费者，而互联网已经大大降低了进入门槛。随着电子商务的迅速普及，许多制造商一直在考虑将直接在线渠道作为现有零售商渠道的替代或补充。但是，我们在实际市场中观察到，没有多少制造商完全从事在线零售。经常提到的一个主要因素是与现有经销商的冲突，这些经销商对制造商试图蚕食其销售额的尝试不满意。本文试图通过比较直接渠道和中间渠道的制造商的理论市场覆盖率来提供另一种解释。我们证明，直接渠道支持的公司少于传统零售商渠道，这成为了后来者的有效进入障碍。在均衡状态下，产品在质量上存在正向差异，而在有限范围内，前两个质量等级将占据直接渠道市场潜力的75％以上（即“有限性”）。因此，后继者将很难在竞争激烈的直接市场中与现有先驱相比，无法获得可观的市场份额，除非他们能够找到其他有意义的方式来横向区分。在线零售行业的销售数据支持了我们的发现。

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