传统渠道与电子渠道预测信息分享的绩效研究

Performance of forecasting information sharing between traditional channel and E-channel

多渠道冲突与治理成为电子商务环境理论与实践的关键问题,信息分享研究主要集中于传统渠道结构,忽略了传统渠道与电子渠道混合的结构特征.主要研究传统零售商渠道与制造商控制的电子渠道竞争环境信息分享的绩效问题,该文通过构建模型考察了市场风险、两个渠道的潜在市场份额、信息预测精度、渠道的竞争强度对信息分享各渠道成员绩效的影响.从而识别了制造商与零售商信息分享选择的博弈结构与行为特征,得到不同于传统渠道结构信息分享的绩效结果.

The muhi-channel conflict and governance E-business era. Current literature on information are is the key problem both in theory and practice in sharing problem mainly focuses on the traditional channel situation, and overlooks the mixed traditional and E-channel characteristics. The purpose of this paper is to investigate the performance of forecasting information sharing between traditional channel and E-channel. The authors develop a framework to examine the impact of risk, potential market scale, forecasting accuracy, and competition of the dual channel on the information sharing performances. Furthermore, comparing the information sharing with no information sharing, we have identified the condition of information sharing and game characteristics of dual channels.