온오프라인 채널 간 경쟁과 차별화

초록

This paper tries to theoretically explain why online firms show quite different market performance between retail and financial industries. In retail industry online shopping malls grow faster than hybrids which have both online and offline channels, while in financial industry hybrid firms dominate all online markets except automobile insurance. It is theoretically shown that an offline channel can survive if its differentiation from online channels is strong enough to overcome its inefficiency dive to physical existence. In addition it is theoretically derived that hybrid firms can dominate the online market if the differentiation between the two channels is strong enough to hold customer loyalty up by utilizing the two channels' synergy effect. Furthermore the result is applied to explain the episodes regarding the current status of online markets in the two industries. The contribution of this paper is to theoretically explain that the channel competition shows different aspects according to the characteristics of industries

키워드