Research on Marketing Channel Management of Physical and Digital Products
| Project/Area Number |
23530280
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Research Field |
Applied economics
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| Research Institution | Osaka Prefecture University |
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Principal Investigator |
NAKAYAMA YUJI 大阪府立大学, 経済学部, 教授 (20326284)
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| Project Period (FY) |
2011-04-28 – 2015-03-31
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| Project Status |
Completed (Fiscal Year 2014)
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| Budget Amount *help |
¥2,340,000 (Direct Cost: ¥1,800,000、Indirect Cost: ¥540,000)
Fiscal Year 2013: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000)
Fiscal Year 2012: ¥780,000 (Direct Cost: ¥600,000、Indirect Cost: ¥180,000)
Fiscal Year 2011: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
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| Keywords | 垂直的製品差別化 / 流通チャネル / 電子商取引 / デジタル製品 / 音楽産業 / 音楽配信 / 出版産業 / 電子書籍 |
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| Outline of Final Research Achievements |
In this project, I construct a vertical product differentiation model comprising an upstream manufacturer and two downstream retailers with cost asymmetry. In this model, the manufacturer not only produces a physical product it sells to the downstream retailers, but also has an option of "versioning" to open a new direct channel for an alternate digital product. I find that the direct digital channel may reduce the quantity of the physical product sold by the inefficient retailer even if it increases total quantity. Moreover, under certain conditions related to the manufacturer's cost and if the quality of the digital product is sufficiently low, then the manufacturer raises the wholesale price of the physical product and ceases to deal with the inefficient retailer, which may raise its retail price. This lowers the welfare of consumers who continue to purchase the physical product after the new digital product comes onto the market.
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Report
(5 results)
Research Products
(8 results)
