欢迎来到天天文库
浏览记录
ID:31986494
大小:2.28 MB
页数:63页
时间:2019-01-30
《家电行业厂商自建渠道对商业渠道的销售掠夺》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、:I..-J摘要AbstractMulti-channelstrategyhasbeenappliedbymanycompanies.Foecedbythepressureofmiddlemanandaimedatcontrolandmarketcompetition,manyenterprisesbegantoself-builtchannals,suchenterprisesinmanyindustriesincreasinglycomHlonpracticeofself-builtchannels.Butmanybusinessesdonot
2、knowwhethertheincreaseintheoverallself-builtchannelsales,orjustthecaseoflooting.Inthispaper,wedevelopanestedmultinomiallogltmodelandconsunlercharacteristicstoanalyzethesalescannibalizationbetweendirectchannelandindirectchannel,andexplorethefactors.Inthispaper,wedeterminethemai
3、nfactorfortheconsumerchannelisdividedintochannelcharacteristics(channelservicequality,conveniencechannel,channelriskandtransactioncostsforchannel),situationalcharacteristics(brandreputation,brandloyaltyandcontent),consumercharacteristics(age,gender,professionandSOon).Theresult
4、sshowthat:whenthedirectchannelincreasedafterappliancemanufacturers(self-builtchannels),nosignificantmarketshareincrease,thecompany'smarketsharehasnotre·allocated.Increaseinmeidimarketshareofair-conditioning0.51%,Greeair-conditioningmarketshareincreasedby0.44%,Haieraircondition
5、ingmarketshareincreasedby0.13%;themanufacturerschangethemarketshareofthetotalarelessthan1%,showinganincreaseindirectchannelflmlscallnoteffectivelyincreasethetotalpost-marketshare,butmoreofjustasalesshift.Meanwhile,theair-conditioningproductsdirecttoindirectchannels,saleschanne
6、ls,thedegreeexploitationof30to45%,showingthatbusinessisnotprofitableself-builtchannels,andchannelitselfisanasset,ifanenterpriseCancontrolthecostsassociatedwithself-builtchannels,suchasmanagementcosts,self-builtchannelisnotastepbackwards.Inaddition,fromthepointofviewonlythepric
7、esensitivitycoefficientsignisnegative,andthemedieaandtheGreeair-conditioningaffectedlargepricecutsorpromotionsthatcanincreasesales;fromapositivefactor,brandfactorstoalargethefunctionoffactors,namely,theeffectivenessofthebrandtoconsBmersthanproductfeaturesthemselves.2—-●-、崎第一帝绪
8、论第一章绪论1.1研究背景渠道策略是企业增加竞争力的常用策略之一,为了获得更大的市场占有率,生产商往往采用多渠道战略,多渠
此文档下载收益归作者所有