An Empirical Study on Product Positioning Inventory Risk And Channel Conflict Strategies

[[abstract]]我們探討製造商開啟直接通路銷售產品後，雙通路可能會遇到的情況，製造商和零售商可能會從原本的合作夥伴變成了競爭對手。為了避免這樣的狀況發生，我們預期在雙通路中讓直接通路與零售通路採取不同的產品定位策略能夠有效的區隔市場。當中我們分析零售商考慮存貨風險與市場需求變異大小，對於雙方產品定位的影響並給予建議。 本研究藉由案例數據代入效益函數得到Normalize後的參數實證雙通路中的情境，證明了在雙通路中雖然產品定位不同，但是若產品選項的定位差異與產品價格差異過大會影響Normalize後消費者心中產品價值 和消費者對產品品質偏好 、 的參數值，進而影響到直接通路定價策略的自由度。而產品定位差異與定價策略將會影響雙通路市場需求，所以單憑產品定位差異不見得能夠輕易地使雙通路市場比傳統零售市場還要大。[[abstract]]We discuss the situation that might happen after the producer start to sell product to consumer directly The relationship between producer and retailer might change from cooperation to competition To avoid this kind of condition we expect that different product positioning between direct channel and retail channel can present the market segmentation We assay the influence that retailer consult the risk of inventory and market demand bring about The study by the case data and the benefit function obtained the parameter of Normalize We use the parameter to verify in the case of dual channel We use this parameter to verify in the case of dual channel The results pointed out that even in a dual channel of product positioning is different However if the difference of the product price and the product positioning is too large it will affect the minds of consumer product value product quality preference and consumer preference for product quality 、 that value will affect the freedom of direct channel price strategy The differences in product positioning and pricing strategy will affect the dual channel market demand Therefore only by the differences in product positioning is not necessarily able to easily make a dual-channel market is bigger than the traditional retail marke