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在营销渠道的管理中,企业通常会通过设计一系列契约条件对中间商进行监督和激励,整个过程很少考虑来自市场第三方——消费者的信息反馈。本文指出和分析了消费者信息在三方经济关系中的作用。通过企业、消费者和中间商的定量模型,分析了消费者信息对企业激励与监督营销渠道中间商行为的影响,以及提高营销渠道的效率影响因素和条件。本文的结论是:当消费者偏好和企业偏好不一致时,过多的消费者反馈信息会降低渠道管理效率。
In the management of marketing channels, the enterprise usually supervises and motivates the middlemen through designing a series of contract conditions. The whole process seldom considers the feedback from the third party in the market - consumers. This paper points out and analyzes the role of consumer information in the trilateral economic relationship. Through the quantitative models of enterprises, consumers and intermediaries, this paper analyzes the influence of consumer information on enterprise incentives and supervising the intermediary behaviors of marketing channels, as well as the influencing factors and conditions of improving the efficiency of marketing channels. The conclusion of this paper is that excessive consumer feedback can reduce channel management efficiency when consumer preferences and business preferences are inconsistent.