基于营销组合的多渠道供应链管理建模研究

PROD: Analytical (Supply) (Topic) Pub Date : 2015-09-15 DOI:10.4337/9780857938602.00016

G. Cai, Yue Dai, Wenzhu Zhang

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引用次数: 13

摘要

本章回顾了使用营销组合的多渠道供应链管理的文献。多渠道供应链至少包括两个渠道，其中至少有一个是供应链。这项调查根据三个方面对现有的贡献进行了分类:渠道架构、营销组合和供应链组合。本章还提出了一些研究方向。

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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Modeling Multichannel Supply Chain Management with Marketing Mixes: A Survey

This book chapter reviews the literature on multichannel supply chain management that uses marketing mixes. A multichannel supply chain includes at least two channels, at least one of which is a supply chain. This survey categorizes existing contributions according to three dimensions: channel architecture, marketing mixes, and supply chain mixes. This chapter also suggests some research directions.

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PROD: Analytical (Supply) (Topic)

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