产品差异对厂商电子混合渠道策略的影响研究

在考虑竞争者的情况下,基于消费者效用理论建立了产品纵向差异不同时的需求函数,运用博弈论对建立电子直销渠道前后的均衡收益进行了分析。研究表明,产品纵向差异会影响厂商建立电子直销渠道的决策,当产品纵向差异较小时,厂商选择不建立电子直销渠道,当产品纵向差异较大时,厂商选择建立电子直销渠道。同时不论产品纵向差异的大小,建立电子直销渠道会增加竞争厂商的收益,减少经销商的收益。

Research on the Impact of Production Vertical Differentiation on E-hybrid Channel Strategy

Considering the competitor,this paper develops the demand function with different vertical differentiation based on consumer utility theory,and analyses the profits under traditional channel and e-dual channel by using game theory.We find that vertical differentiation can affect the decision of the manufactory whether to build an online direct channel or not.When the vertical differentiation is large enough the manufactory should build an online direct channel;otherwise it should keep the tradition channel only.At the same time,building an online direct channel increases the profit of the competitor and decreases the profit of the retail.