消费者风险感知、营销努力与复合渠道协调研究  

Consumers' Perceived Risk,Marketing Efforts and Dual-Channel Coordination

作　　者：王国才[1] 王希凤[2] 许景[2] 

机构地区：[1]南京大学商学院 [2]南京工业大学经济管理学院

出　　处：《管理学报》2010年第5期692-695,共4页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(70902009);南京大学商学院青年科研基金资助项目

摘　　要：在考虑营销努力的作用下,引入消费者对网上营销渠道的风险感知,研究风险感知对均衡结果的影响以及复合渠道协调问题。研究表明:制造商的利润和系统利润随着消费者网上购物风险感知程度的增强而减小;制造商对复合渠道进行协调时,整个渠道的绩效将得到提高,是对未协调复合渠道的帕累托改进。The paper studies the impact of consumers＇ perceived risk on competition equilibrium of dual channels considering the impact of marketing efforts on channel demand,and then studies the problem of dual channels coordination.The research shows that manufacture＇s profit and channel system profit decreases with the increase of the degree of consumers＇ perceived risk,and when manufacture carries out the dual channels coordination tactics,the performance of total channels is improved compared with the dual channels without coordination.

关 键 词：消费者风险感知 营销努力 复合渠道 协调策略 

分 类 号：C93[经济管理—管理学] F224