共享经济的巨变:撼动营销渠道和供应链

IF 0.7

Journal of Marketing Channels Pub Date : 2017-04-03 DOI:10.1080/1046669X.2017.1346973

O. Ferrell, L. Ferrell, Kyle A. Huggins

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引用次数: 51

摘要

我们的目标是在营销渠道和供应链的背景下提供共享经济的概述。对等颠覆性技术的使用正在挑战传统营销渠道的参与。我们提供了有根据的研究，解释了这种新的商业模式，并简要分析了这种新营销渠道中的公司面临的关键问题。其中一些问题包括准入与所有权、独立承包商的作用以及监管问题。我们将共享经济定位为一种独特的营销渠道，并解释它与传统营销渠道的区别。尽管我们定义了关键术语，但本期的其他文章对新出现的问题进行了深入报道。

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Seismic Shifts in the Sharing Economy: Shaking Up Marketing Channels and Supply Chains

Our goal is to provide an overview of the sharing economy in the context of marketing channels and supply chains. The use of peer-to-peer disruptive technology is challenging participation in traditional marketing channels. We provide grounded research that explains this new business model and briefly examines key issues that firms in this new marketing channel face. Some of the issues include access versus ownership, the role of independent contractors, and regulatory issues. We position the sharing economy as a unique marketing channel and explain how it differs from traditional marketing channels. Although we define key terminology, other articles in this issue provide in-depth coverage of the emerging issues.

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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.