| 基于品牌力量的家具制造商营销渠道选择研究 |
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| 引用本文： | 李巍.基于品牌力量的家具制造商营销渠道选择研究[J].商品储运与养护,2011(8). |
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| 作者姓名： | 李巍 |
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| 作者单位： | 西南交通大学交通运输与物流学院; |
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| 摘 要： | 家具的市场需求量正在逐年攀升,竞争也越来越激烈,已经从质量、价格的竞争转化为品牌的竞争。文中针对家具的特性,引入品牌力量的概念,运用博弈理论,建立品牌竞争的Stackelberg博弈模型,讨论制造商在达到什么规模时适合直销,什么情况适合分销。
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| 关 键 词： | 家具市场 品牌力量 博弈模型 |
Marketing Channel Selection Of Furniture Manufacturer Based on Brand Power |
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| LI Wei.Marketing Channel Selection Of Furniture Manufacturer Based on Brand Power[J].Storage Transportation & Preservation of Commodities,2011(8). |
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| Authors: | LI Wei |
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| Institution: | LI Wei(Southwest Jiaotong UniversitySchool of Transportation and Logistics,Chengdu 610031,China) |
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| Abstract: | The market demand of the furniture is rising year by year,the competition is more and more fierce,has been turned from quality,price competition into brand competition.Introducing the concept of brand power,using game theory,establish brand competition Stackelberg game model,discuss manufacturers in what scale suitable for direct selling,suitable for distribution |
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| Keywords: | furniture market brand power game model |
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