Research On Channel Mode Selection Based On Consumer Preferences

This paper mainly studies there are two different brand manufacturers(in other words,there is a big difference between the two manufacturers' brands.)produce the same type of goods in the price competition market,whether the Poor brand manufacturer will change the channel to attract consumers,the manufacture has three models of choice :Traditional sales channels,Online sales channels and dual channels(there are fixed costs to open online sales channels).when the consumers have different preferences for products sale on different channels.We have imitated the Stackelberg model,we use the backward method and eventually we have found that the Poor brand manufacturer only have two channels to choice,that are the Traditional channels or the Online sales channels,And whether to open an online sales channel is related to the fixed cost of opening an online channel: the Poor brand manufacturer will prefer to open the online channel only when the fixed costs is high;the Poor brand manufacturer will prefer the traditional channel only when the fixed costs is low.