摘要 基于家电行业进军农村市场的实践,通过构建博弈模型,分析生产商和零售商进入新市场的模式及选择偏好,并考察原有市场的渠道结构对新市场进入模式选择的影响。研究发现当生产商在原有市场采用零售渠道或双渠道结构时,共同进入新市场为生产商和零售商的最优市场进入策略。当生产商在原有市场采用直销渠道时,零售商偏好共同进入新市场;当新市场规模小且渠道竞争不激烈时,生产商偏好零售商独家进入新市场,反之,生产商依旧偏好共同进入新市场。研究结论为家电行业进军农村市场的进入模式及其合理性提供了理论证明。 Inspired by the practice of Chinese household appliance industry entering the rural market,this paper analyzes the preference of entry mode in the new market based on the channel structure of the original market.We found that when the manufacturer adopts the retail channel or dual channel structure in the original market,co-entry is the optimal strategy for both the manufacturer and the retailer.The retailer prefers co-entry when the manufacturer use the direct channel in the original market.When the scale of the new market is small and the channel competition is not fierce,the manufacturer prefers the retailer to enter the new market exclusively,and conversely,the manufacturer still prefers to enter the new market jointly.This paper provides a theoretical proof for the choice and rationality of rural market’s entry of Chinese household appliances industry.
机构地区 山西大学经济与管理学院 山西大学管理与决策研究所
出处 《经济问题》 北大核心 2021年第4期70-77,共8页 On Economic Problems
