Marketing channel evolution: From contactual efficiency to brand value co-creation and appropriation within the platform enterprise

IF 0.7

Journal of Marketing Channels Pub Date : 2020-01-02 DOI:10.1080/1046669X.2019.1646187

B. Dimitrova, Brent Smith, Trina larsen Andras

引用次数: 6

Abstract

Abstract In recent years, major technological advances have been a primary force driving channel evolution. In particular, the Internet of things has provided a means for some firms to experience the rise of one of the most innovative and cutting-edge channels—the platform enterprise (i.e., firms such as Amazon, Etsy, and Airbnb). We examine the platform enterprise through a marketing channel evolution lens. In doing so, we point to key factors that enable particular kinds of firms to forge unique marketing channels. As platform enterprises, these channels offer value that transcends contactual efficiency, because they utilize their resources and capabilities not only to connect buyers and sellers efficiently but also to create a community of stakeholders whose collective efforts are focused on two linked priorities—brand value co-creation and brand value appropriation.

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营销渠道演变:从接触效率到平台企业内的品牌价值共创与占有

近年来，重大技术进步已成为推动渠道演变的主要力量。特别是，物联网为一些公司提供了一种手段，让他们体验到最具创新性和最前沿的渠道之一——平台企业(即亚马逊、Etsy和Airbnb等公司)的崛起。我们通过营销渠道演进的视角来考察平台型企业。在此过程中，我们指出了使特定类型的公司能够建立独特营销渠道的关键因素。作为平台企业，这些渠道提供了超越接触效率的价值，因为它们利用自己的资源和能力，不仅有效地连接买家和卖家，而且还创建了一个利益相关者社区，他们的集体努力集中在两个相互关联的优先事项上——品牌价值共同创造和品牌价值占有。

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

Journal of Marketing Channels BUSINESS-

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期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.