零售商主导下的制造商竞争与营销渠道联合促销研究

Study on Manufacture Competition and Marketing Channel Cooperative Promotion When Retailer Is the Leader

在已有文献研究的基础上,把研究扩展到单一零售商和多个竞争性制造商的情况。2个竞争性的制造商为同一个零售商提供商品,零售商在该渠道系统中占有主导地位。制造商的产品需求除了受到自己渠道促销的影响外,还受到竞争者渠道促销的影响。在此情况下,研究了制造商横向联合促销以及零售商主导下的纵向联合促销两种情况下的渠道行为以及影响因素,并得出了一些有意义的结论。

Comparing with the previous research, the paper expands study to the situation of single retailer and multiple competitive manufacturers, and the competitive manufactures supply products for the retailer that plays the dominant role in the channel system. The manufacture＇s product demand is influenced by competitor＇s marketing efforts as well as by one＇s marketing efforts. In this case, the paper studies the channel promotion behavior and influence factors under the conditions of both the horizontal cooperative promotion and the vertical cooperative promotion and makes some conclusions.