The Research On Marketing Channel Selection For Manufacturer In B2C Circumstance

Internet marketing is thriving along with the development of Web-based e-commerce and third-part logistics.Meanwhile it brings plenty of business opportunities to companies, lots of problems which worry managers ensue.As the manufacturer who has been using traditional marketing channels adds a internet channel,it will be the threat of disintermediary to resellers and induce cross-conflict in dyad channel.The reintermediary of reseller and transform of channel function compages produce new models of channel.All of these make manufacturers begin to take care of the appraisement for the using channel,coordination for the cross-conflict and selection for channels.The article analyzes the channel models in internet times and chooses three typical models for manufactuters,that is, traditional,internet and dyad channels.Through analyzing the economic relations between producer and reseller and on the basis of rational hypothesis and research on literature,the article picks out master and minor factors as dependent variable and independent variable,and models the meet,marketing service cost and profit for manufacturer and reseller in three channels successfully.On the premies that the article identies the mathematical models as univariate quadratic function and nonrestraints extremum in nonlinearn programming,the article works out the models and gets the max profit and optimal values for some relative parameters.The author also designs a equilibrium value table,and analyzes the effects which the changes of main parameters induce to the equilibrium values and obtains some meaningful illuminations.Because the article uses economic person hypothesis and the channel members will choose channel on the basis of profit-maximum, the author need to work out the profit max value from the models.The article compares the manufacturers' profit max values in three channels and has got the conditions for producers to evaluate the using channel and select the other channels. Considering the profit of resellers and the coherency of decision-making,the article also compres the resellers' profit max values in three channels and the results maybe the assistant conditions for manufacturers' choosing-decision.After that,the article makes the conditions be functions,and gets the members' channel choosing-decision functions,then the author analyzes the conclusion further more using the images of channel-decision function.On the basis of members' choosing the dyad channel simultaneously,the article pays attention to the cross-conflict problem.Through researching on the marketing cases ,the authorhas sumed up and designed two new models for dyad channel which can relax the conflict effectively.The article also uses the method of mathematical modeling and comparing max profit values,and gets the conditions for manufacturer to estimate and select the new-old models of dyad channel.