전자상거래하에서의 하이브리드 마케팅 채널의 믹스 전략에 관한 연구
Optimal Strategy of Hybrid Marketing Channel in Electronic Commerce
We are motivated by how offline and online firms compete. The Internet made many conventional offline firms build a dynamic online business as another sales channel using their advantages such as brand equity, an existing customer base with comprehensive purchasing data, integrated marketing, economies of scale, and longtime experience with the logistics of order fulfillment and customer service. Even though the hybrid selling using both offline and online channel seems to have advantages over a pure online retailer, all the conventional offline firms are not seen to create an online business. Many conventional offline firms began to launch online business since the Internet era, however, just being online business is not likely to guarantee success. According to Bizate.com's report whether the hybrid channel strategy is successful is still under investigation. For example, consider the classic case of Barnes and Noble versus Amazon.com, Barnes and Noble was already the largest chain of bookstores in the U,S., when Amazon.com was established in 1995, BarnesandNoble.com followed suit in 1997, After suffering losses in its initial years, Amazon finally turned profitable in 2003. In 2004, Amazon's net income was $588 million on revenues of $6.92 billion, while Barnes and Noble earned $143 million on revenues of $4.87 billion, which included BarnesandNoble.com's loss of $21 million on revenues of $420 million. While these examples serve to motivate our thinking, it does not explain when offline firms should venture online. It also does not provide an analytical framework that can generalized to other competitive online-offline situations. We attempt to do this in this paper and analyze a hybrid channel model where a conventional offline firm competes against online firms using its own direct online channels. We are particularly interested in an optimal channel strategy when a conventional offline firm sells its products through its own direct online channel to compete with other rival online firms. We consider two situations where its direct online channel and other online firms are symmetric and asymmetric in the brand effect. The analysis of this paper presents several findings. In the symmetric model where a hybrid firm's online channel is not differentiated from a pure online firm, (i) a conventional offline firm will not launch its online business. In the asymmetric model where a hybrid firm's online channel is differentiated from a pure online firm, (ii) a conventional offline firm can launch its online business if its brand effect is greater than a certain threshold. (iii) there is a positive relationship between its brand effect and online customer costs showing that a conventional offline firm needs more brand effect in order to launch online business as online customer costs decrease. (iv) there is a negative relationship between its brand effect and the number of customers with access to the Internet showing that a conventional offline firm tends to launch its online business when customers with access to the Internet increases.
- 천세학, 김재철, "전자상거래에서의 오프라인과 온라인 소매기업의 가격 경쟁 모델에 관한 분석," 경영정보학연구, 제15권 제3호, 2005a, pp. 1-7
- Chiang, W., Chhajed, D., Hess, J. "Direct Marketing, Indirect Profits: A Strategic Analysis of Dual-Channel Supply Chain Design," Management Science, Vol. 49, 2003, pp. 1-20
- Coughlan, Anne T. and Birger Wernerfelt, "On Credible Delegation by Oligopolists: A Discussion of Distribution Channel Management," Management Science, Vol. 35, No. 2, 1989, pp. 226-239
- Jonhson Carrie, "The Growth of Multichannel Retailing," Forrester documents. 2002
- Hotelling, H., "Stability in Competition," Economic Journal, Vol. 39, 1929, pp. 41-57
- Jennifer Schiff, Expert Advice for Bricks- and-Mortar Stores Going Online, http:// www.ecommerce-guide.com//article. php/3488381, March 8, ECommerce-Guide. 2005
- King R.C, Ravi Sen, Mu Xia, "Impact of Web-based e-Commerce on Channel Strategy in Retailing," International Journal of Electronic Commerce, Vol. 8, No. 3, 2004, pp. 103- 130
- Smith, Michael, J. Bailey, and E. Brynjolfsson, Understanding Digital Markets: Review and Assessment, M.I.T., Working Paper. 1999
- Strader, Troy J., and Michael J., Shaw, "Characteristics of electronic markets," Decision Support System, Vol. 21, 1997, pp. 185-198
- Tirole, J. "The Theory of Industrial Organization," Cambridge, Massachusetts; The MIT Press, 1988
- Ghemawat, Pankaj, "Leadership Online (B): Barnes & Noble vs. Amazon.com in 2005," Harvard Business School case study 9-705-492. 2005
- 국내 통계청 자료, http://www.stat.go.kr
- Jeuland, Abel P. and Steven M. Shugan, "Managing Channel Profits," Marketing Science, Vol. 2, No. 3, 1983, pp. 239-272
- Rosen, Kenneth., and Amanda L. Howard, "E-retail: gold rush or fool's gold?," California Management Review, Vol. 42, No. 3, 2000, pp. 72-100
- Pan, X., Ratchford, B. T., Shankar, V. "Can Price Dispersion in Online Markets be Explained by Differences in e-Tailer Service Quality?," Journal of Academy of Marketing Science, Vol. 30, No. 4, 2002, pp. 429- 441
- Bresnahan, Timothy F. and Peter C. Reiss, "Dealer and Manufacturer Margins," Rand Journal of Economics, Vol. 16, No. 2, 1985, pp. 253-268
- Chun, Se-Hak and Jae-Cheol Kim, "Pricing strategies in B2C electronic commerce: analytical and empirical approaches," Decision Support Systems, Vol. 40, No. 2, 2005b, pp. 375-388
- J.C. Williams Group, Bizrate.com 2001, Multi- Channel Retail Report 2001, Available at www.shop.org, 2001
- Bandyopadhyay, S. and Divakar, S., "Incorporating balance of power in channel decision structure: Theory and empirical application," Journal of Retailing and Consumer Services, Vol. 6, No. 2, pp. 79-89. 1999
- Economides, Nicholas, "Hotelling's Main Street with More Than Two Competitors," Journal of Regional Science, Vol. 33, No. 3, 1993, pp. 303-319
- Henry Nasella, "Second dot-com coming: Web crucial for retailers," Houston Business Journal, 2000-08-14. 2000
- Chun, Se-Hak and Jae-Cheol Kim, "Analysis of price competition and strategic implications for heterogeneous market structure," International Review of Economics and Finance, Vol. 14, No. 4, 2005c, pp. 455-468
- Rivlin, Gary, "A Retail Revolution Turns 10," New York Times, 2005-07-10. 2005
저자의 다른 논문
유료 다운로드의 경우 해당 사이트의 정책에 따라 신규 회원가입, 로그인, 유료 구매 등이 필요할 수 있습니다. 해당 사이트에서 발생하는 귀하의 모든 정보활동은 NDSL의 서비스 정책과 무관합니다.
원문복사신청을 하시면, 일부 해외 인쇄학술지의 경우 외국학술지지원센터(FRIC)에서
무료 원문복사 서비스를 제공합니다.
NDSL에서는 해당 원문을 복사서비스하고 있습니다. 위의 원문복사신청 또는 장바구니 담기를 통하여 원문복사서비스 이용이 가능합니다.
- 이 논문과 함께 출판된 논문 + 더보기