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Research on Information Sharing and Channel Expansion Strategies Enabled by Data-Driven Marketing
YOU Mingchuan,ZHANG Zhiyong,SHI Yongqiang
South China University of Technology, Guangzhou, China

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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.
Key wordsdata-driven marketing      information sharing      channel expansion      channel modes     
Received: 30 June 2023     
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YOU Mingchuan
ZHANG Zhiyong
SHI Yongqiang
Cite this article:   
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-.
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http://manu68.magtech.com.cn/Jwk_glxb/EN/     OR     http://manu68.magtech.com.cn/Jwk_glxb/EN/Y2025/V22/I5/928
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