Dual Sales Channel Management with Service Competition
Dual Sales Channel Management with Service Competition
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DOI：
10.1287/msom.1070.0177
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发表时间：
2008-09-01
影响因子：
6.3
通讯作者：
Ozer, Ozalp
中科院分区：
文献类型：
--
作者：
Chen, Kay-Yut;Kaya, Murat;Ozer, Ozalp
我们研究了一个制造商的问题，管理他的直接在线销售渠道与独立拥有的实体零售渠道，当渠道在服务竞争。我们采用了一个详细的消费者渠道选择模型，其中每个渠道所面临的需求取决于两个渠道的服务水平以及消费者对产品和购物体验的评价。直接渠道的服务是通过产品的交付提前期来衡量的;零售渠道的服务是通过产品的可用性来衡量的。我们确定最佳的双渠道策略，取决于所描述的因素，如管理直接渠道，零售商的不便，和一些产品特性的成本的渠道环境。我们还确定制造商何时应该建立直接渠道或零售渠道，如果他已经通过这些渠道之一进行销售。最后，我们对人类受试者进行了一系列对照实验，以研究我们的模型是否能合理预测人类行为。我们确定，该模型准确地预测的方向变化的主题的决定，以及他们的渠道策略，以应对渠道环境的变化。这些观察表明，该模型可以用于设计一个实际的双通道环境中的通道策略。（一）.
We study a manufacturer's problem of managing his direct online sales channel together with an independently owned bricks-and-mortar retail channel, when the channels compete in service. We incorporate a detailed consumer channel choice model in which the demand faced in each channel depends on the service levels of both channels as well as the consumers' valuation of the product and shopping experience. The direct channel's service is measured by the delivery lead time for the product; the retail channel's service is measured by product availability. We identify optimal dual channel strategies that depend on the channel environment described by factors such as the cost of managing a direct channel, retailer inconvenience, and some product characteristics. We also determine when the manufacturer should establish a direct channel or a retail channel if he is already selling through one of these channels. Finally, we conduct a sequence of controlled experiments with human subjects to investigate whether our model makes reasonable predictions of human behavior. We determine that the model accurately predicts the direction of changes in the subjects' decisions, as well as their channel strategies in response to the changes in the channel environment. These observations suggest that the model can be used in designing channel strategies for an actual dual channel environment.(1).