서지주요정보
Online ä널과 offline ä널이 시장에서 함께 경쟁할 때의 최적 전략 = Optimal strategies when online and offline channels compete in the market
서명 / 저자 Online ä널과 offline ä널이 시장에서 함께 경쟁할 때의 최적 전략 = Optimal strategies when online and offline channels compete in the market / 천성용.
저자명 천성용 ; Chun, Sung-Yong
발행사항 [대전 : 한국과학기술원, 2001].
Online Access 원문보기 원문인쇄

소장정보

등록번호

8012046

소장위치/청구기호

학술문화관(문화관) 보존서고

MGSM 01030

SMS전송

도서상태

이용가능

대출가능

반납예정일

등록번호

9007404

소장위치/청구기호

서울 학위논문 서가

MGSM 01030

SMS전송

도서상태

이용가능

대출가능

반납예정일

초록정보

The Internet with the increasing importance makes everything changes. And this rapid development of the Internet gives firms a new way of doing their business and urges them to response more actively to adapt these new changes. This thesis investigates some issue of multiple channel competition in the Internet environment, and suggests a new modeling approach for analyzing the online and offline channels competing each other. First, by modeling a situation when just one retailer and one direct marketer compete in the market, I found that the product price increases as the distance cost of the other channel increases. And I found that the channel can charge greater price than the other if the distance cost of the other channel is more expensive. Second, by modeling a situation when one more channel member comes in this market, I found that the price, market share, and profit of the new channel member decrease as the degree of differentiation is more negative to the company and the risk of the Internet increases especially when they come in as a direct marketer. In conclusion, I suggest that firms should consider which is more profitable using their degree of differentiation and the Internet risk if they want to enter the market as either a traditional retailer or a direct marketer.

서지기타정보

서지기타정보
청구기호 {MGSM 01030
형태사항 viii, 55 p : 삽도 ; 26 cm
언어 한국어
일반주기 부록 수록
저자명의 영문표기 : Sung-Yong Chun
지도교수의 한글표기 : 김상용
지도교수의 영문표기 : Sang-Yong Kim
학위논문 학위논문(석사) - 한국과학기술원 : 경영공학전공,
서지주기 참고문헌 : p. 48-51
주제 유통 전략
마케팅
인터넷 마케팅
인터넷 유통
Marketing Channel Decision
Marketing
Internet Marketing
Online Channel
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