It is a flaw for the previous studies to neglect the horizontal competition between manufacturers. This paper analyzes how the introduction of an etailing channel to an existing retailing channel affects the payoff of itself, its channel partner (i.e. retailer in this paper) and its competitor. We found out that, for the manufacturer with an etailing channel, the product etailing market share and product substitution have positive impact on its payoff and channel substitution have negative impact on its payoff. For its competitor, the manufacturer without etailing channel, etailing market share and channel substitution have little impact on its payoff. For their common retailer, the three factors have negative impact on its payoff.
张涛, 庄贵军, 滕文波. 电子零售渠道的建立对各方收益的影响研究[J]. J4, 2011, 8(01): 81-.
ZHANG Tao, ZHUANG Gui-Jun, TENG Wen-Bo. The Introduction of E-tailing and Its Impact on Payoffs: A Duopoly Model. J4, 2011, 8(01): 81-.