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題名:交易成本與混合統治對複式通路訂價之影響--競食、私有品牌及協商的討論
書刊名:管理學報
作者:趙琪 引用關係黃恆獎 引用關係
作者(外文):Jaw, ChyiHuang, Hengchiang
出版日期:2001
卷期:18:3
頁次:頁453-476
主題關鍵詞:複式通路交易成本訂價策略通路協商混合統治Dual-channelTransaction costPricingChannel coordinationHybrid governance
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:5
  • 點閱點閱:24
本研究發展複式通路模型,並討論競食與私有品牌所產生交易成本對通路訂價之效果。研究結果發現,不同前因的交易成本對通路價格與利潤影響各異,其中,通路間競食所引發的交易成本影響較小,間接通路引入私有品牌發生的交易成本則較為嚴重,且會使雙方競相降價,損失較大;而通路協商的混合統治機制將對通路總利潤有所貢獻。
This study constructs the basic pricing model of dual-channel, and considers the effect of transaction cost result from cannibalization and private label. We discuss the influence of these transaction cost toward pricing and the channel profit, and analyze the contribution of channel coordination(hybrid governance). The conclusions are that the influence of transaction cost due to private label is stronger than cannibalization and the hybrid governance will improve the profit of the channel system.
期刊論文
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圖書
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