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考虑自有品牌与直销渠道下的广告模型研究 被引量:1

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摘要 本文研究制造商引入直销渠道和零售商创建自有品牌之间渠道的竞争关系。零售商创建自有品牌作为制造商品牌的替代品,消费者判断购买何种产品时,受制造商产品广告效应的影响,而制造商开通直销渠道受消费者渠道偏好的影响。研究发现,当制造商产品的销售比例小于一定范围时,零售商和制造商渠道的均衡决策是双方同时引入自有品牌和直销渠道。
作者 杨颖
机构地区 南京审计大学
出处 《市场研究》 2018年第1期27-29,共3页 Marketing Research
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