| 制造商构建多渠道零售模式的判断模型研究 |
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| 引用本文： | 朱翠玲,卫琳,浦徐进.制造商构建多渠道零售模式的判断模型研究[J].中国科学技术大学学报,2006,36(7):788-792. |
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| 作者姓名： | 朱翠玲 卫琳 浦徐进 |
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| 作者单位： | 中国科学技术大学管理学院,安徽合肥230052 |
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| 基金项目： | 国家高技术研究发展计划(863计划)，高等学校博士学科点专项科研项目 |
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| 摘 要： | 基于 Hotelling 线性城市模型构造了制造商构建多渠道零售模式的判断模型.研究结果表明,当其他参数不变,如果通过直销渠道购买的产品对于顾客的效用降低值较大时,则制造商不应构建直销渠道;当其他参数不变,如果当制造商构建直销渠道的成本较大时,则制造商也不应构建直销渠道.
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| 关 键 词： | 直销渠道 多渠道零售 判断模型 |
| 文章编号： | 0253-2778(2006)07-0788-05 |
| 收稿时间： | 11 7 2005 12:00AM |
| 修稿时间： | 04 25 2006 12:00AM |
A decision-making model for manufacturers to construct multi-channel retailing |
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| ZHU Cui-ling, WEI Lin, PU Xu-jin.A decision-making model for manufacturers to construct multi-channel retailing[J].Journal of University of Science and Technology of China,2006,36(7):788-792. |
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| Authors: | ZHU Cui-ling WEI Lin PU Xu-jin |
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| Institution: | School of Management, University of Science and Technology of China, Hefei 230052,China |
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| Abstract: | The judgment mode about how the manufacturers can use multi-channels retailing based on Hotelling model was proposed. The results show that if the utility of goods purchased from direct marketing reduces largely when other parameters do not change, direct marketing should not be formed; if the cost to form direct marketing is large when other parameters do not change, direct marketing should not be formed. |
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| Keywords: | direct marketing multi-channels retailing judgment model |
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