초록

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Abstract ▼ AI-Helper

The purpose of this study is to identify type of channel for China cosmetics industry and to describe the type of channel based on the market structure factors from economics and network centrality approach from network theory. Eight practitioners in China cosmetics industry described various vari...

The purpose of this study is to identify type of channel for China cosmetics industry and to describe the type of channel based on the market structure factors from economics and network centrality approach from network theory. Eight practitioners in China cosmetics industry described various variables which would be necessary to consider launching new cosmetics channel and maintain the channels. The respondents categorized the types of channel for China cosmetics industry into four dichotomy; On- and off-line channel dichotomy and with- and without-middleman dichotomy. Each type of channel was described by channel ownership, entry barriers, exit barriers, network centrality, and network externality. Each channel showed its own risk and benefit. Researchers found that, depending on the asset the company had, the cosmetics company should choose his/her appropriate channel types for soft landing at China cosmetics market.

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