Marketing Efforts and Dual Channels Coordination under E-Business Environment

Considering the impact of marketing efforts on channel demand, this paper studies the impact of consumers´ perceived risk on competition equilibrium of dual channels, and then studies the problem of dual channels coordination. The research shows that when consumer´s perceived risk in Internet shopping increases, the profit of the manufacture and the total channel system will decrease. Comparing with the dual channels without coordination, if manufacture carries out the dual channels coordination tactics, the performance of total channel system will be improved.