E-Commerce Cooperation Strategy Research based on the Preference of Consumers

Authors

Long Yong, College of Economics and Business Administration, Chongqing University, Chongqing, 400044, ChinaFollow
Shi Youjun, College of Economics and Business Administration, Chongqing University, Chongqing, 400044, China
Zhang Yu, College of Economics and Business Administration, Chongqing University, Chongqing, 400044, China
You Bo, College of Economics and Business Administration, Chongqing University, Chongqing, 400044, China

Document Type

Article

Abstract

In this paper, on the basis of the classification of the market and customer, we set the basic assumptions of participant in the EC cooperation. We take some of the assumptions which were used to study grey marketing into the game analysis. And then, on the basis of the Hotelling model, we argue the cooperation strategy choice mechanism between electronic distributors and traditional distributors in the EC cooperation，explore the benefits and costs of all parties in the alliance, found that it can bring more profit and cost advantage of the alliance is an important factor to decide whether or not ally with each other.

Recommended Citation

Yong, Long; Youjun, Shi; Yu, Zhang; and Bo, You, "E-Commerce Cooperation Strategy Research based on the Preference of Consumers" (2012). ICEB 2012 Proceedings (Xi'an, China). 27.
https://aisel.aisnet.org/iceb2012/27