電子商務(wù)時(shí)代制造商渠道選擇研究——基于零售商占優(yōu)的立場.pdf

1、上海大學(xué)碩士學(xué)位論文電子商務(wù)時(shí)代制造商渠道選擇研究——基于零售商占優(yōu)的立場姓名：郭兵申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：企業(yè)管理指導(dǎo)教師：馬進(jìn)軍20100101七海大學(xué)碩fj學(xué)位論炙ABSTRACT”Hewho0、ⅣnstheCh鋤el0wnstheworld”ThemarketingchannelhasbeentheCriticalresourcefortheenterprisestoholdtlIecompetitiveadv勰tageWith

2、thefo珊ationofabuyer’smarl(et，thechannelpowerhasbeen仃ansferringtothedownsn。e鋤retailcr目隱duallyninevitablyappearsmebehavior0fm卸ufacturersbeingexploitedbyrctailerswh0abusetheirpriorpower’whichcausesthecll猢elconnictOntheotllc

3、rhand，m觚ufactIlrersc鋤seUtheproductsbyhltemetch猢elwiththeemer2enceofE—C0mmerclcHoweveLitthreatstlleoperating0ftraditionalretailersandcausesthechannelconflidunderthenc、vsituationwhenmanufacturersopenuptheIntemetchannelbesi

4、dethecuncntlyexistingtraditionalchannel1ntheE00mmerc圮cm，there銣陀mainlVthreech鋤elstIucturesf6fmanufhcturerstoselec：tn砌nelvIntemetchannel，tIaditionalch鋤e1andtlledualch鋤clwhjchmeansthatmanufacturersusethea_bovementionedt、Ⅳoc

5、h鋤elsatthes鋤etimeB弱cdontlleassumptiont11atonlyonemanuf衲rer雛donetraditiOnalrctailer0ntheC0mpletcinfo衄ationmarket，moreover’thetradjtjonal∞tailcrh弱thepriorch鋤elpower強(qiáng)ditistheleader0fthech鋤e1，tllispapeff(cusestheissue0fmanu丘

6、虻tufer’schannelselectionontheconditionsthatm柚ufactllrer柚dpriorretail盯donrtC00peratewitheach0ther笛well勰they∞operatewitheachotheLFi稻tlybyuse0fStackelbe瑪g鋤emodel，thispaper卸alyzesCh猢el’sprofits衄der缸aditionalc：ha肌elandIntemet

7、ch鋤elasweUasdualch鋤elontheconmtionthatmanu鼬rer卸dpriorretailerdon’tc00pemtewitheach0therSecondlvthispaperdiscussestllech孤nel’sp加IfitsundereaChch鋤elstnlctIlrcbVmeanSofmathematic2Llcalculationwhentheycoopemtewitheach0therFu

8、nhe姍0re，thispaqp暇comparesthedboveresults鋤dfiIIdthemainf融ofStllatinfluencemanufact嗍’sdecisiondboutch砒melsele血?，攏鋤ely，tllela唱estmarkelcapacity口，lo百sticscostL，proponiond印riVedbydirect0nlinech鋤elunderlualchannelxandthendiscu

9、ssestlleinfluenccsonmanufacturer’schallnelsclectionbythesefactorsLastlythispapcrstudiesmanufacturer’channelselectiondecjsionwhenv撕ables口Ldxmeetdifl’erentcOnditiOnsFunherstudieshaveshownthatinthetraditionalchannelanddualc

10、hannel，m卸ufactureTsshouldcoopefatewithpriorretailers，雛dshafechaIlnelprofitwiththembya伊eedpropOnionThisisthebestdecisionformanufacturersto0btainlargerpfofitandmaintaingoodchannelrelationshipKeywords：Ecom眥賦；IntemelchanneI：