An Analysis of Sales Channels Strategy Based on Product Line Extension

摘要：

　　Line extension, as the most widely used strategy for new product launch, is worthy of academic research.This study probes into the negative impacts of line extension on existing channels, cost-benefit analysis, cannibalization, channel conflict and deterioration of relationship between manufacturers and distributors.It presents a comprehensive framework for analyzing the negative impacts of line extension on existing products, and provides managerial suggestions on strategy formalization and implementation.

关键词： Line Extension Cost-benefit Analysis Cannibalization Channel Conflict channels strategy

作者: Luo Dianjun Chen Wei

作者单位: School of Management, Fudan University, Shanghai, P.R.China, 200433 Bank of America Shanghai Ltd, Shanghai, P.R.China, 200122

会议类型: 国际会议

会议名称: 2013 International Conference on Strategic Management(2013年战略管理国际会议)

会议地点: 成都

会议语种:英文

页码: 254-258

在线出版日期: 2013-12-15（万方平台首次上网日期，不代表论文的发表时间）