| Summary: | 碩士 === 國立高雄第一科技大學 === 運籌管理研究所 === 102 === The multiple selling channel makes manufacturers having more options, the study analyze manufacturers would open a direct channel to sell products in which circumstances. However, open a direct channel would turn into a competitor for initial partner. In order to avoid this situation, the follow differentiation strategy must be taken to meet dual channel.
When the manufacturer opening a direct channel and adopt" forbearance strategy " ,the direct channel would not be competitive merely avoid the retailer’s protest, the study propose dual-channel high product differentiation. When manufacturers adopt" auxiliary strategy", the direct channel could helping retailer channel to sell, the study propose dual-channel high product differentiation.
The main purpose of study is prove differentiation strategy could make dual channel achieve coordination, the research result founded the retailer channel product position is 2/5 times of the direct channel position also the direct channel cost of selling and retailer channel cost of selling which are the sum of product linear combination. It will be the best product positioning ,while allowing dual channel to make maximum profit.
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