论文部分内容阅读
一直以来,间接渠道和直接渠道是制造商传统的渠道模式,但现实经济生活中有越来越多的制造商开始采用第三种渠道模式———复合型渠道。虽然复合型渠道越来越受到关注,但其存在的合理性尚未从理论上得到证明。本文从经济学的角度,采用博弈分析的方法,对三种渠道横式下的各种市场变量的均衡结果进行比较,阐明了在网络信息技术日益普及的今天复合型渠道与另外两种渠道模式相比较的经济优势,同时指出了其在实践中的局限性,进而提出了渠道模式选择的相应对策。
Historically, indirect channels and direct channels have been the traditional channel model for manufacturers, but more and more manufacturers in the real economy have begun to adopt the third channel model, the compound channel. Although compound channels are getting more and more attention, their rationality has not been proved theoretically. This article from the economic point of view, using the method of game analysis, the three types of horizontal channel under the various market variables to compare the equilibrium results illustrate the growing popularity of network information technology today and the other two channels of complex channels Compared with the economic advantages, at the same time points out its limitations in practice, and then put forward the appropriate choice of channel mode.