کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
5083828 1477822 2011 14 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Emerging dual channel system and manufacturer's direct retail channel strategy
موضوعات مرتبط
علوم انسانی و اجتماعی اقتصاد، اقتصادسنجی و امور مالی اقتصاد و اقتصادسنجی
پیش نمایش صفحه اول مقاله
Emerging dual channel system and manufacturer's direct retail channel strategy
چکیده انگلیسی
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.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Review of Economics & Finance - Volume 20, Issue 4, October 2011, Pages 812-825
نویسندگان
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