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Paper Number KCB-PP-2007-042 Title 전자상거래하에서의 하이브리드 마케팅 채널의 믹스 전략에 관한 연구 Title (Other) Optimal Strategy of Hybrid Marketing Channel in Electronic Commerce Author 천세학;김재철 publisher 한국경영정보학회 citation 경영정보학연구, Vol.17, No.2, 2007, pp.83~95 Keywords Pricing Strategies; Hybrid Marketing Channel; Electronic Commerce; Internet Business Model; Internet Retailer Abstract We are motivated by how offline and online firms compete. The Internet made many conventional offline firms build a dynamic online business as another sales channel using their advantages such as brand equity, an existing customer base with comprehensive purchasing data, integrated marketing, economies of scale, and longtime experience with the logistics of order fulfillment and customer service. Even though the hybrid selling using both offline and online channel seems to create on online business. Many conventional offline firms began to launch online business since the Internet era, however, just being online business is not likely yo guarantee success. According to Bizate.coms report whether the hybrid channel strategy is successful is still under investigation. For example, consider the classic case of Barnes and Noble versus Amazon.com Barnes and Noble was already the largest chain of bookstores in the U.S., when Amazon.com was established in 1995. Barnes and Noble com followed suit in 1997. After suffering losses in its initial years, Amazon finally turned profitable in 2003. In 2004, Amazons net income was $588 million on revenues of $6.92 billion, while Barnes and Noble earned $143 million on revenues of $4 billion, which included BarnesandNoble.coms loss of $21 million on revenues of $420 million. While these examples serve to motivate our thinking, it does not explain when offline firms should venture online. It also does not provide an analytical framework that can generalized to other competitive online-offline situations. We attempt to do this in this paper and analyze a hybrid channel model where a conventional offline firm competes against online firms using its own direct online channels. We are particularly interested in an optimal channel strategy when a conventional offline firm sells its products through its own direct online channel to compete whit other rival online firms. We consider two situations where its direct online channel and other online firms are symmetric and asymmetric in the brand effect. The analysis of this paper presents several findings. In the symmetric model where a hybrid firms online channel if not differentiated from a pure online firm, (ⅰ)a conventional offline firm will not launch its online business. In the asymmetric model where a hybrid firms online channel is differentiated from pure online firm, (ⅱ) a conventional offline firm can launch its online business if its brand effect if greater than a certain threshold. (ⅲ) there is a positive relationship between its brand effect and online customer costs showing that a conventional offline firm needs more brand effect in order to launch online business as online customer costs decrease. (ⅳ) there is a negative relationship between its brand effect and the number of customers with access to the Internet showing that a conventional offline firm tends to launch its online business when customers with access to the Internet increases. ISSN 1229-0270 URI http://www.kmis.or.kr/http://hdl.handle.net/10203/10839 Full-Text PDF
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Contact : 김행란 (hrkim@business.kaist.ac.kr)
