Manufactureofalternativeproductsdistribution Channel Selection And Competition Strategy

With the rapid development of e-commerce and logistics industry,online shopping has become a mainstream way of consumption,increasing manufacturers open online direct channels to attract this consumer groups.We study the optimal strategy of alternative productions,analyze the influence of alternative product preference rate and joint replacement rate.Two alternative product manufacturers can through 3 ways to distribute productions,the network direct channel,a common entity retail channel,or the double channels,according to three kinds of products make nine product distribution channels combination strategy.We build an utility function to considerate the product market initial size and the joint replacement,joint replacement refers is two alternative product replacement rate and network channels and the real channel replacement rate of replacement rate.And we get a common demand function,define the concept of alternative product preference rate,all strategy using the Stackelberg game.Analysis the two manufacturers optimal combination strategy,product joint replacement and preference rate of manufacturers to choose alternative products distribution channels.We can through data analysis and virtual simulation get four conclusions.From the competition of two channels: first when the replacement rate is less than a certain threshold,the maker more willing to take the double channel;second when the joint replacement rate is more than a certain threshold,the maker more willing to take the double channel.From the competition of supply chains: first when the joint replacement rate tend to 0,symmetrical double channels to reach equilibrium;second when the joint replacement rates tend to 1,double channels and online direct marketing channels to reach equilibrium,the profit of the network direct marketing strategy is better than that of double channel.The results for different brand manufacturers of alternative products channel selection and market competition strategy theory value and practice guidelines.