查詢結果分析
來源資料
頁籤選單縮合
題 名 | 產品線延伸策略在零售通路之績效=The Performance of Line Extensions in Retail Channels |
---|---|
作 者 | 趙琪; 許耿皓; | 書刊名 | 管理學報 |
卷 期 | 20:6 2003.12[民92.12] |
頁 次 | 頁1159-1174 |
分類號 | 498.2 |
關鍵詞 | 產品線延伸; 消費者選擇成本; 零售商成本; 產品獨特性; 搭便車效果; Line extensions; Consumer choice cost; Retailer cost; Product distinctness; Free-rider effect; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究以固定效果模式探討零售商進銷產品線延伸決策的影響因素。研究結果發現,除不同產品類別會影響零售商進銷產品線延伸的意願外,消費者選擇成本、零售商服務成本、作業成本、產品獨特性及搭便車效果之影響更為顯著。依據研究結論,製造商欲提升零售通路進銷產品線延伸之意願必須:(1)以消費者選擇成本較高之產品來進行延伸;(2)產品線延伸應儘量減低零售商學習資訊或提供服務的成本,並降低其作業成本;(3)透過限制轉售價格或提供更多公開資訊,消除零售通路間之搭便車行為;(4)生產具獨特性之延伸產品。 |
英文摘要 | The study builds a framework to analyze the factors that affect the performance of line extensions in retail channels. We consider consumer choice cost, retailer service and operating cost, product distinctness and free-rider effect will impact retailers’ carrying strategy for line extensions. These hypotheses were tested by fixed effects model. The empirical results are following: (1) Consumer choice cost will increase retailers' carrying incentive for line extensions. (2) Retailers are willing to carry line extensions that aren’t costly to service and order. (3) Free-rider effect can be inhibited by resale price maintenance (RPM) and information announcement. (4) A distinctive line extension will be welcome in retail channels. |
本系統中英文摘要資訊取自各篇刊載內容。