Choice of Marketing: Store within Store or Specialty Store?
Abstract: The shop in shop mode has the advantages that the traditional business mode (specialty store) cannot match, but it cannot completely replace the traditional business mode. Based on the pursuit of benefit maximization and the basic demands of sustainable development, manufacturers feel trapped in the selection of the shop in shop mode or the traditional business mode in its different stages of development. For this, based on the theory of enterprise life cycle, this article theoretically discusses the manufactures’ commercial operation mode fits best into manufacturers’ development goals. Results suggest that manufacturers should tend to choose the shop in shop mode in its start period. While in growth stage, manufacturers should mainly use the shop in shop mode, supplemented with the traditional business mode, and then the traditional business mode in maturation stage.
文章引用: 彭倩文 , 郭 斌 , 甄 静 (2013) 销售方式的选择：店中店模式还是专卖店模式？。 现代管理， 3， 160-164. doi: 10.12677/MM.2013.36026
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