지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2014.1
- 수록면
- 145 - 153 (9page)
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초록· 키워드
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In this paper, we study the bargaining strategy of a manufacturer who sells a product through the online and offline distributionchannels. To do this, we derive and analyze the equilibrium solutions for both simultaneous and sequential bargaining games. The result shows that the optimal bargaining strategy heavily depends on the size of the online distribution channel’s loyal customersand the difference between the retail prices of the online and the offline distribution channels. It is also shown that, in somecases, the online distribution channel has incentive to downsize its loyal customers and its retail price for a better bargainingoutcome.
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참고문헌 (8)
참고문헌 신청
Balasubramanian, B. / 1998 / Mail versus Mall : A Strategic Analysis of Competition between Direct Marketers and Conventional Retailers / Marketing Science 17 (3) : 181 ~ 195
Brynjolfsson, E. / 2000 / Frictionless Commerce? A Comparison of Internet and Conventional Retailer / Management Science 46 (4) : 563 ~ 585
Cho, H. R. / 2001 / Analysis of pricing and efficiency control strategy between online and offline marketing channels / Journal of the Korean Institute of Industrial Engineer
Gans, J. S. / 2007 / Vertical contracting when competition for orders precedes procurement / J. Industrial Economics 55 (2) : 335 ~ 346
Guo, L. / 2013 / Multilateral Bargaining and Downstream Competition / Marketing Science 32 (3) : 411 ~ 430
Brynjolfsson, E. / 2000 / Frictionless Commerce? A Comparison of Internet and Conventional Retailer / Management Science 46 (4) : 563 ~ 585
Cho, H. R. / 2001 / Analysis of pricing and efficiency control strategy between online and offline marketing channels / Journal of the Korean Institute of Industrial Engineer
Gans, J. S. / 2007 / Vertical contracting when competition for orders precedes procurement / J. Industrial Economics 55 (2) : 335 ~ 346
Guo, L. / 2013 / Multilateral Bargaining and Downstream Competition / Marketing Science 32 (3) : 411 ~ 430
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