Abstract Considering a two-stage supply chain composed of a manufacturer and an online dealer with more accurate demand information under data-driven marketing (DDM), this paper develops three sales modes: single-channel, manufacturer dual-channel and dealer dual-channel. By analyzing the DDM dimensions, this paper reveals the advantages and challenges of enterprises in information sharing motivation and channel expansion choices. Research shows that: only under the manufacturer dual-channel can supply chain members reach an agreement on information sharing. Moreover, channel expansion can not only bring a “win-win” situation for both the manufacturer and the dealer, but also increase the consumer surplus. Specifically, the performance of the dealer operating under dual-channel outperforms that of other modes, while the manufacturer prefers to establish dual-channel with lower DDM efficiency. For consumers, the manufacturer dual-channel model is better when the competition is moderate or DDM efficiency is low.
YOU Mingchuan,ZHANG Zhiyong,SHI Yongqiang. Research on Information Sharing and Channel Expansion Strategies Enabled by Data-Driven Marketing[J]. Chinese Journal of Management, 2025, 22(5): 928-.
