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.
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.
基金
国家自然科学基金(70371023)
国家教育部博士点基金(20030358052)资助
关键词
直销渠道
多渠道零售
判断模型
direct marketing
multi-channels retailing
judgment model
