数字分布还是加权分布?不同渠道绩效指标对市场份额的影响

IF 0.7

Journal of Marketing Channels Pub Date : 2020-03-25 DOI:10.1080/1046669X.2020.1742052

L. Guissoni, Jonny Mateus Rodrigues, Felipe Zambaldi, M. F. Neves

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引用次数: 2

摘要

先前的研究发现，在发达经济体中，消费者产品的加权分销措施与市场份额之间存在凸关系，而新兴市场的公司通常使用非加权(数字)分销措施来管理其渠道战略。与零售集中度高的市场相比，数字分布可能最适合于一个更分散的零售市场，在这个市场中，实体分销的百分比很重要。我们通过研究新兴市场中以结构差异为特征的渠道和地区中的商店，来研究扩大数字与扩大加权分布的影响。我们的数据来自巴西的零售审计，包括91家软饮料制造商、195个品牌和1110个库存单位。我们的研究强调了数字分布在这个市场中作为业绩衡量标准的重要性。此外，我们表明数字和加权分布对市场份额的影响因地区和渠道形式而异。

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Numeric or weighted distribution? The effect of different channel performance metrics on market share

Abstract Previous studies have found a convex relation between weighted measures of distribution and market share for consumer products in developed economies, while companies in emerging markets often use a non-weighted (numeric) distribution measure to manage their channel strategy. In contrast to the markets with high retail concentration, the numeric distribution could be best suited to a more fragmented retail market in which the percentage of physical distribution is important. We investigate the effects of expanding numeric versus expanding weighted distribution by studying stores in channels and regions characterized by structural differences in an emerging market. Our data come from retail audits in Brazil and include 91 soft drink manufacturers, 195 brands and 1,110 stock-keeping units. Our study highlights the importance of numeric distribution as a performance measure in this market. Additionally, we show that the effects of numeric and weighted distribution on market share vary by region and channel format.

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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.