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

摘要： 在制造商或电子零售商投资说服性广告前提下,研究转售和代理销售模式对制造商线下进入决策的影响,同时考虑了电子零售商销售模式的选择问题。构建了3种说服性广告投资模型:无说服性广告、制造商投资说服性广告以及电子零售商投资说服性广告模式。研究结果表明,在制造商投资广告情形下:当进入成本处在中间范围内时,制造商是否开设线下实体店由广告投入成本决定;制造商线下进入会降低批发价格和增强广告强度;当利润分享比率高且线下进入成本和广告成本较低时,制造商和电子零售商受益于代理销售模式;在电子零售商投资广告情形下:制造商线下进入将使得作为代理商的电子零售商投资动机减弱,此时电子零售商更偏好于转售模式。

关键词: 制造商线下进入, 渠道结构, 代理销售, 说服性广告