家电行业厂商自建渠道对商业渠道的销售掠夺

《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