Application Of Multiple Technological Diffusion Model To Strategy Choice Of Product Distribution Channel

With the development of information technology and the popularization of computers, the product distribution channel is facing the significant reform. The internet brings the online direct sale has had a great impact on the traditional indirect distribution channel. Some experts forecast that the direct sale will be able to become the main pattern of the distribution the channel in future. With China's entry into WTO and promulgation of the "Direct sale Law", many foreign direct sale enterprises large will enter into our market, therefore domestic enterprises will be able to cause our traditional manufacturing enterprises to possibly lose their potential users and the international competitive power if they do not adopt the direct sale. But our country's actual situations of distribution channel are: the imperfect network foundation, people's too traditional ideas on expense, dependence on the distributor in the indirect distribution channel. Completely choosing the direct sale will possibly cause the outflow customers and resistance of middlemen. Therefore research on the strategies of the products of the enterprises has a great theoretical and practical significance.The research on the strategies of distribution channel is always the hot topic in the area of marketing research. The domestic and foreign researchers have made a deep and systematic research on the aspects of influential factors, design, and management of the distribution channel, which has formed a more complete system. With the appearance of the direct sale channel, the adopted strategies centered on direct and indirect channels have widely received researchers' attention. Some foreign researchers have made research on the channel strategies and the sales forecast based on the theory of marketing, with combination of technological innovation and the model of economics, and have achieved certain success. Our researches on the strategies of the adopted distribution channel are primarily on the description of marketing theory, and they do not have the literature which makes use of the diffusion model to do the quantitative analysis. In fact, the direct sale channel and the traditional channel in the distribution channel is not isolated; they have the complex competition and cooperation which similar to the competition and the supplementary function in the innovation of the multiple technological diffusion. Therefore this paper applies the theories and methods of multiple technological innovations diffusion to establish a kind of the model based on the diffusion theory. And it is used to analyze the distributing process of the sale between the direct and indirect distribution channel. Through the analysis of the stabilization of the model, the methods for enterprises to choose the distribution channels are achieved and it is concluded that the"adopted direct selling"can exist stably. To prove the conclusion gained from the model, the thesis has done pertinent digital simulation and empirical analysis on the strategies of the"adopted-direct selling"by the case study of distribution channels between Lenovo and Dell Companies. Finally it provides pertinent suggestions of policy for our traditional manufacturing enterprises.