Research on the Online Channel Strategy of Traditional Manufacturers Based on Brand Equity

DOI

10.2991/amms-17.2017.103How to use a DOI?

Keywords

traditional manufacturers; brand equity; online channel strategy

Abstract

Traditional manufacturers are facing the problem of developing online sales market with the rapid development of e-commerce. In the process of online transfer, traditional manufacturers can choose to build their own platform or join the third-party cooperative platform, or adopt the combination of the two strategies, and lay particular emphasis on a certain strategy. Based on the manufacturer's brand equity, considering the cost of the manufacturer's self-built platform, the online channel strategy suitable for manufacturers is found out. It is concluded that in the case of not considering brand equity, it is appropriate for the traditional manufacturer to join the third-party cooperative platform. When manufacturers consider brand equity, it is not wise for manufacturers to only join third parties, and it is more appropriate to build online sales platforms.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yunfu Huo
AU  - Heng Duan
AU  - Huipo Wang
PY  - 2017/11
DA  - 2017/11
TI  - Research on the Online Channel Strategy of Traditional Manufacturers Based on Brand Equity
BT  - Proceedings of the 2017 International Conference on Applied Mathematics, Modeling and Simulation (AMMS 2017)
PB  - Atlantis Press
SP  - 477
EP  - 484
SN  - 1951-6851
UR  - https://doi.org/10.2991/amms-17.2017.103
DO  - 10.2991/amms-17.2017.103
ID  - Huo2017/11
ER  -