Mode Selection Strategy of Dual Distribution Channel Based on Revenue Analysis

Within the scope of dual distribution channel （DDC） modes--ME＆T-C and M-T＆E-C, a game model designed for channel members was proposed. Based on this game model, the game equilibrium under both centralized and decentralized decision- making situations was analyzed, the channel members＇ and overall re...

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Bibliographic Details
Published in东华大学学报（英文版） Vol. 33; no. 6; pp. 871 - 877
Main Author 钱慧敏 周利兵 曲洪建
Format Journal Article
LanguageEnglish
Published School of Management, Shanghai University of Engineering Science, Shanghai 201620, China%School of Fashion, Shanghai University of Engineering Science, Shanghai 201620, China 2016
Subjects
selection strategy
dual distribution channel(DDC)
revenue analysis
channel mode
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ISSN1672-5220

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Summary:Within the scope of dual distribution channel （DDC） modes--ME＆T-C and M-T＆E-C, a game model designed for channel members was proposed. Based on this game model, the game equilibrium under both centralized and decentralized decision- making situations was analyzed, the channel members＇ and overall revenues of two modes under the same decision-making situation are compared, and the influence of demand shift coefficient to the overall and members＇ revenue was also studied through example analysis. Based on the comparison and analysis of the revenue yielded from the two DDC modes, it＇s discovered that within a certain hypothetical range, the M-T＆E-C mode seems to be a better option for the manufacturer than the ME＆T-C mode. Therefore, this discovery can be served as a theoretical reference for manufacturers when choosing the optimal DDC mode in real life.
Bibliography:dual distribution channel （DDC）; channel mode; revenue analysis; selection strategy
31-1920/N
QIAN Hui-min, ZHOU Li-bing, QU Hong-jian（ 1 School of Management, Shanghai University of Engineering Science, Shanghai 201620, China 2 School of Fashion, Shanghai University of Engineering Science, Shanghai 201620, China）
Within the scope of dual distribution channel （DDC） modes--ME＆T-C and M-T＆E-C, a game model designed for channel members was proposed. Based on this game model, the game equilibrium under both centralized and decentralized decision- making situations was analyzed, the channel members＇ and overall revenues of two modes under the same decision-making situation are compared, and the influence of demand shift coefficient to the overall and members＇ revenue was also studied through example analysis. Based on the comparison and analysis of the revenue yielded from the two DDC modes, it＇s discovered that within a certain hypothetical range, the M-T＆E-C mode seems to be a better option for the manufacturer than the ME＆T-C mode. Therefore, this discovery can be served as a theoretical reference for manufacturers when choosing the optimal DDC mode in real life.
ISSN:1672-5220