直销模式对存在强势零售商零售渠道的影响

Effect of direct marketing on retailing channels where large retailers exist

在传统的零售渠道中,制造商不仅通过弱势的中小零售商同时也通过强势的大型零售集团进行销售,大型零售集团在整条供应链的博弈中往往享有更大的权力.随着网络经济的兴起,越来越多的制造商可以通过直销模式来重塑自身的零售渠道,进而在供应链中获得更大的利润.研究主要集中在两个方面:1)制造商的直销模式如何影响存在强势零售集团的零售渠道;2)满足何种条件,制造商可以通过直销模式提高自身的利润.

In conventional retailing channels, the manufacturers not only use small retailers but also large retailers to reach final consumers. Large retailers always gain more power in the whole supply chain. With the advent of network economy, more and more manufacturers have chosen to rely on direct marketing to redesign conventional retailing channels in order to gain more profit. In this context, the study will focus on two parts：（ 1 ） how the direct marketing affects the retailing channels where large retailers exist ; （2） under what conditions can the manufacturer use direct marketing to gain more profit.