Channel Conflict? ?????

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Channel Conflict??????

• ?????

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Todays Topic

• While more and more manufacturers began to sell
  their products directly to the consumers over the
  Internet, is there any conflicts between the
  traditional channel and the direct channel?
• ???????????????????????????????,??????????????????
  ???

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To avoid Channel Conflict

• Levi Strauss Co.(????)
• About Levi Strauss
• ??????????,??????Levis,1979?,??????????????13.39?
  ??,????????20???,????10?????,???????????????
• ???????????

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• ????(Levi Strauss Co.)?1998?11???????levis.com??
  ????????????????40???????????????????????????????,
  ?????????3,000?????????????????????????.???(Jeff
  Beckman)??levis.com?????????
• ?1999?1?,???????????????????????????????,????,?
  ????????????????????,??????(?levis.com??????)?????
  ??

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To avoid Channel Conflict

• About Herman Miller Inc.,
• Herman Miller?????????????,???????????????????????
  ???????????????40????,????????????????????????????
  ?????Zeeland????????????????????.
• ??Herman Miller Inc.?????

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To avoid Channel Conflict

• Herman Miller Inc.,
• Tried to convince retailers that their direct
  channel taps customer segments that would
  otherwise not buy.
• Herman Miller Inc., Zeeland, Mich., which
  manufactures office furniture, is careful to
  explain to its dealers that its online efforts
  are targeting the home office market, a segment
  that its dealer network wasnt serving. (Keenan
  1999,p.18)
• Keenan, W. J. 1999. E-commerce impacts channel
  partners. Indust. Week 248(14) 18

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How to analyze the channel conflict??????????

• Research Questions(????)
• How does the addition of a direct channel to the
  conventional retail channel affect the pricing
  strategies, the sales, and the profits of a
  vertically integrated firm?(??????????????????,???
  ???????????)
• What is the impact of the customer channel
  preference on the dual-channel problem?(??????????
  ??????)
• These questions are analyzed by
• Chiang et al. (2003), Direct Marketing, Indirect
  Profits A Strategic Analysis of Dual-Channel
  Supply-Chain Design , Management Science, 49(1),
  pp.1-20.

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Direct Marketing, Indirect Profits A Strategic
Analysis of Dual-Channel Supply-Chain Design

• Works of Chiang et al. (2003)

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Traditional Channel Model??????
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Direct Marketing????????
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