A non-linear causal network of marketing channel system structure
A non-linear causal network of marketing channel system structure
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DOI：
10.1016/j.jretconser.2014.11.005
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发表时间：
2015-03-01
影响因子：
10.4
通讯作者：
Dost, Florian
中科院分区：
文献类型：
--
作者：
Dost, Florian
本文从系统的角度研究营销渠道系统结构动力学及其与经济系统动力学的相互作用。运用生态学中一种新颖的、非线性的方法，建立了经济变量与营销渠道系统结构之间以双向因果作用为主的因果网络。由此产生的因果网络有助于对营销渠道系统的全面理解。研究发现，线上/线下零售渠道结构、零售/批发渠道结构、进口与消费比率以及经济系统的竞争动态是一个高度内生的、非线性相关的子系统。令人惊讶的是，营销渠道体系结构对经济增长的变化具有相当强的弹性。相比之下，零售/批发渠道结构的变化会影响经济增长。这一结果可能有助于提醒营销经理过于例行公事地改变他们的营销渠道结构。此外，所识别的因果网络为进一步的经验性营销渠道系统分析提供了起点。其影响尤其影响未来基于线性结构模型的经验性营销渠道系统研究。(C)2014爱思唯尔有限公司。保留所有权利。
This article takes a systems perspective to study marketing channel system structure dynamics and their interactions with economic system dynamics. A novel, non-linear method from ecology is used to establish a causal network of mostly bi-directional causal forcing between economic variables and marketing channel system structure. This resulting causal network facilitates a comprehensive understanding of a marketing channel system. The study finds a highly endogenous and non-linearly interrelated subsystem encompassing online/offline retail channel structure, retail/wholesale channel structure, the ratio of import to consumption and the competitive dynamics of the economic system. Surprisingly, marketing channel system structure is rather resilient to changes in economic growth. In contrast, changes in retail/wholesale channel structure affect economic growth. The results may help to caution marketing managers changing their marketing channel structures too routinely. Moreover, the identified causal network presents a starting point for further empirical marketing channel system analyses. Implications particularly affect future empirical marketing channel system studies based on linear structural models. (C) 2014 Elsevier Ltd. All rights reserved.