Reselling or marketplace channel? A manufacturer’s strategic decisions for differentiated brands considering channel’s service level

IF 5.9 3区 管理学 Q1 BUSINESS
Yuan Shi , Lan Huang , Meng Chen , Yiji Cai , Lap-Keung Chu
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引用次数: 0

Abstract

Brand differentiation is an effective strategy commonly used by large-scale brand manufacturers to produce multiple brands of a particular product type. To avoid undesirable inter-brand competition, a brand manufacturer prefers to adopt multiple online sales channels (OSCs) with different channel’s service levels provided by the online retailer in selling such differentiated brands. Considering both brand and channel’s service differentiation, this joint decision of the brand manufacturer and online retailer achieves the coordination of retail supply chain. Our study is based upon a model that consists of a responsible brand manufacturer(he) that aims to maximise profits and enhance consumer surplus (CS). He offers two brands with differentiated consumer acceptances, a premium and an economy brand. Also, he chooses between two OSCs (a reselling and a marketplace channel) to provide different levels of services. The brand manufacturer’s OSC strategies are investigated according to the interplay between brand and service differentiation, and profits and CS, respectively. The results show that the brand manufacturer prefers differentiated OSCs for two brands as service differentiation decreases. Also, at low brand differentiation and alternatively, high brand differentiation and low service differentiation, the brand manufacturer and consumers show different OSC preferences. Finally, a case study is performed to validate our results.

转售还是市场渠道?考虑渠道服务水平的制造商差异化品牌战略决策
品牌差异化是大型品牌制造商生产多种品牌的一种有效战略。为了避免不良的品牌间竞争,品牌制造商倾向于采用多种在线销售渠道(OSC),由在线零售商提供不同的渠道服务水平来销售这些差异化品牌。考虑到品牌和渠道服务的差异化,品牌制造商和在线零售商的这一共同决策实现了零售供应链的协调。我们的研究基于这样一个模型:一个负责任的品牌制造商以利润最大化和提高消费者剩余(CS)为目标。他提供两种消费者接受度不同的品牌,一种是高端品牌,另一种是经济型品牌。此外,他还选择了两种 OSC(转售渠道和市场渠道)来提供不同水平的服务。根据品牌和服务差异化之间的相互作用,以及利润和 CS 之间的相互作用,分别研究了品牌制造商的 OSC 战略。结果表明,随着服务差异化程度的降低,品牌制造商更倾向于为两个品牌提供差异化的 OSC。此外,在品牌差异化较低的情况下,或者在品牌差异化较高而服务差异化较低的情况下,品牌制造商和消费者表现出不同的 OSC 偏好。最后,我们进行了一项案例研究来验证我们的结果。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Electronic Commerce Research and Applications
Electronic Commerce Research and Applications 工程技术-计算机:跨学科应用
CiteScore
10.10
自引率
8.30%
发文量
97
审稿时长
63 days
期刊介绍: Electronic Commerce Research and Applications aims to create and disseminate enduring knowledge for the fast-changing e-commerce environment. A major dilemma in e-commerce research is how to achieve a balance between the currency and the life span of knowledge. Electronic Commerce Research and Applications will contribute to the establishment of a research community to create the knowledge, technology, theory, and applications for the development of electronic commerce. This is targeted at the intersection of technological potential and business aims.
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