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On manufacturers complementing the traditional retail channel with a direct online channel

机译：通过直接在线渠道补充传统零售渠道的制造商

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With the explosion of the Internet and the reach that it affords, many manufacturers have complemented their existing retail channels with an online channel, which allows them to sell directly to their consumers. Interestingly, there is a significant variation within product categories in manufacturer's use of the Internet as a direct distribution channel. The main objective of this study is to examine the strategic forces that may influence the manufacturer's decision to complement the retail channel with a direct online channel. In particular, we are interested in answering the following questions: (Ⅰ) Why is it that in some markets only a few firms find it optimal to complement their retail channels with a direct Internet channel while other firms do not? (Ⅱ) What strategic role (if any), does the direct Internet channel serve and how do market characteristics impact this role? To address these issues we develop a model with a single strategic manufacturer serving a market through a single strategic retailer. In addition to the focal manufacturer's product the retailer carries products of competing manufacturers. Consumers in this market are one of two types. They are either brand loyal or store loyal. The retailer sets the retail price and the level of retail support, which impact the demand for the manufacturer's product. The retailer's decisions in turn depend on the wholesale price as well as the Internet price of the product if the manufacturer decides to complement the retail channel with an online channel.
机译：随着Internet的爆炸式增长及其提供的覆盖范围，许多制造商通过在线渠道补充了他们现有的零售渠道，从而可以直接向消费​​者销售产品。有趣的是，在制造商使用Internet作为直接分销渠道的产品类别中，存在很大的差异。这项研究的主要目的是研究可能影响制造商决定通过直接在线渠道补充零售渠道的战略力量。特别是，我们有兴趣回答以下问题：（Ⅰ）为什么在某些市场中只有少数几家公司发现最佳的方式是使用直接的互联网渠道来补充其零售渠道，而其他公司却没有呢？ （Ⅱ）互联网的直接作用是什么（如果有的话），市场特征如何影响这一作用？为了解决这些问题，我们开发了一个模型，其中有一个战略制造商通过一个战略零售商为市场服务。除了重点制造商的产品外，零售商还提供竞争对手制造商的产品。该市场中的消费者是两种类型之一。他们要么是品牌忠诚度，要么是商店忠诚度。零售商确定零售价格和零售支持水平，这会影响对制造商产品的需求。如果制造商决定用在线渠道补充零售渠道，则零售商的决定反过来取决于产品的批发价和互联网价格。

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