| 零售商自有品牌与制造商自建渠道对产品创新的影响分析 |
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| 引用本文： | 王蒙,杨蕙馨.零售商自有品牌与制造商自建渠道对产品创新的影响分析[J].武汉工业学院学报,2012(2):89-92. |
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| 作者姓名： | 王蒙 杨蕙馨 |
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| 作者单位： | 1. 山东大学经济学院,山东济南250100
2. 山东大学管理学院,山东济南250100 |
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| 基金项目： | 山东省社科规划项目(11BGLJ04) |
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| 摘 要： | 针对当前零售市场中越来越灵活的经营形式,将零售商自有品牌和制造商自建渠道作为两种传统零售渠道之外的主要经营方式,探讨其对零供双方的影响,特别是对生产过程中产品创新的影响,从而从创新的角度为零供双方的博弈提供对策选择的依据。
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| 关 键 词： | 自有品牌 自建渠道 创新 |
Effects of the store-owned brands and direct marketing channels on innovation |
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| WANG Meng,YANG Hui-xin.Effects of the store-owned brands and direct marketing channels on innovation[J].Journal of Wuhan Polytechnic University,2012(2):89-92. |
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| Authors: | WANG Meng YANG Hui-xin |
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| Affiliation: | 1.School of Economics,Shandong University,Ji’nan 250100,China; 2.School of Management,Shandong University,Ji’nan 250100,China) |
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| Abstract: | Focusing on the more and more flexible forms of marketing,we view the two distribution channels,store-owned-brands and direct-market-channels,as the options other than the traditional distribution channels of selling through professional retailers,to see their effects on the two participants of the channel,the retailers and the manufacturers,and especially the effects on product innovation.Based on the analysis,innovation strategies of both sides could be suggested accordingly. |
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| Keywords: | store-owned-band direct-distribution-channel innovation |
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