关键词: 制造商线下进入, 渠道结构, 代理销售, 说服性广告

Abstract: Under the premise of persuasive advertising investment by manufacturer or e-tailer,the influence of reselling and agency selling modes on manufacturers' offline entry strategies was studied.At the same time,the selection of sales mode of e-tailer under different persuasive advertising investment was considered.Three persuasive advertising investment modes were constructed:no persuasive advertising mode,manufacturer persuasive advertising investment mode and e-tailer persuasive advertising investment mode.The results showed that in the case of manufacturer investing in advertising,when the cost of opening physical stores lied in the intermediate range,whether a manufacturer opened an offline physical store or not was determined by the advertising cost.In addition,manufacturer's offline entry would reduce the wholesale price and increase the advertising level.When the profit-sharing ratio was high and the offline entry cost and advertising cost were low,the manufacturer and e-tailer would benefit from agency selling.When the e-tailer invested in advertising,the offline entry of the manufacturer would discourage e-tailer who acted as an agent from investing in advertising.In this case,e-tailer preferred reselling.

Key words: manufacturer offline entry, channel structure, agency selling, persuasive advertising