The Relationship between Internet Channel and Physical Channel Positioned by the Own Brand Vendor of the Laptop Computer
Date Issued
2009
Date
2009
Author(s)
Kuo, Pei-Tzu
Abstract
It is inevitable for the Own Brand Vendors of the laptop to investigate and to invest the Internet channel nowadays. Some Own Brand Vendors chose that Internet channel operated by Physical members, and other Own Brand Vendors chose that sell the products by Internet channel. Therefore, there are different channel strategies. The major propose of this thesis is to explore the selective factors to influence the relationship between Internet channel and Physical channel for the Own Brand Vendors of the laptop. he study combines the relevant literates, secondary data, and in-depth interview to contribute the four selective factors such as product characteristic, company characteristic, market characteristic, and consumer demand. The result of the research will be appeared by the following statement. irst of all, when the Own Brand Vendors of the laptop chose about the relationship, they should consider consumer demand and market characteristic first, and then find out what the relationship they should take. econd, they should consider product characteristic, because supplying the product information in Internet channel is inevitable. So, the Own Brand Vendors of the laptop should supply the complete product information for reducing the searching cost of the consumers. hird, although the interviewee didn’t address the company characteristic, the company size and strong brand name can increase the bargaining power of the Own Brand Vendors of the laptop to balance the distribution members.
Subjects
Own Brand Vendors of the Laptop Computer
Internet Channel
Physical Channel
Supporting Relationship
Sales Cannibalization
Market Segmentation
Type
thesis
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