direct marketing,indirect profits a strategic analysis of dual-channel supplycha

《direct marketing,indirect profits a strategic analysis of dual-channel supplycha》由会员上传分享，免费在线阅读，更多相关内容在工程资料-天天文库。

1、DirectMarketing,IndirectProfits:AStrategicAnalysisofDual-ChannelSupply-ChainDesignWei-yuKevinChiang•DilipChhajed•JamesD.HessDepartmentofInformationSystems,UniversityofMarylandatBaltimoreCounty,Baltimore,Maryland21250DepartmentofBusinessAdministration,UniversityofIllinoisatUrbana–Champaign,Champaign

2、,Illinois61820DepartmentofBusinessAdministration,UniversityofIllinoisatUrbana–Champaign,Champaign,Illinois61820kevin@wchiang.net•chhajed@uiuc.edu•jhess@uiuc.eduheadventofe-commercehaspromptedmanymanufacturerstoredesigntheirtraditionalTchannelstructuresbyengagingindirectsales.Themodelconceptualizes

3、theimpactofcustomeracceptanceofadirectchannel,thedegreetowhichcustomersacceptadirectchan-nelasasubstituteforshoppingatatraditionalstore,onsupply-chaindesign.Thecustomeracceptanceofadirectchannelcanbestrongenoughthatanindepentmanufacturerwouldopenadirectchanneltocompetewithitsownretailers.Here,dire

4、ctmarketingisusedforstrategicchannelcontrolpurposeseventhoughitisinefficientonitsownand,surprisingly,itcanprofitthemanufacturerevenwhensodirectsalesoccur.Specifically,weconstructaprice-settinggamebetweenamanufactureranditsindependentretailer.Directmarketing,whichindirectlyincreasestheflowofprofitsthrou

5、ghtheretailchannel,helpsthemanufacturerimproveoverallprofitabilitybyreducingthedegreeofinefficientpricedoublemarginaliza-tion.Whileoperatedbythemanufacturertoconstraintheretailer’spricingbehavior,thedirectchannelmaynotalwaysbedetrimentaltotheretailerbecauseitwillbeaccompaniedbyawholesalepricereducti

6、on.Thiscombinationofmanufacturerpullandpushcanbenefittheretailerinequilibrium.Finally,weshowthatthemerethreatofintroducingthedirectchannelcanincreasethemanufacturer’snegotiatedshareofcooperativeprofitsevenifpriceefficiencyisobtainedbyusingotherbusinesspractices.(SupplyChainManagement;ChannelsofDistri

7、bution;Internet/DirectMarketing;e-Commerce;CompetitiveStrategy;GameTheory)1.Introductionvoicethebeliefthatordersplacedthroughamanu-TherapiddevelopmentofcommerceontheInternetfacturer’sdirectchannelareordersthatsho