Research on Channel Selection Strategies of Overseas Distributors under Channel Erosion and Channel Loyalty

DOI

10.2991/978-94-6239-699-9_26How to use a DOI?

Keywords

Cross-border E-commerce Supply Chain; Channel Selection Strategy; Channel Erosion Effects; Channel Loyalty Effects; Demand Uncertainty

Abstract

Having emerged from personal purchasing services, evolved from overseas shopping, and matured through cross-border e-commerce, China’s cross-border import industry has undergone four stages—initial exploration, rapid expansion, model adjustment, and upgrading—and has become a new driver of economic growth. Parallel imports have spurred the diversification of market participants and channel transformation; overseas distributors have demonstrated strong adaptability and a continuously expanding influence, with sales models shifting from direct sales towards indirect channels. Differences in channel models significantly influence consumer perceptions and the selection of optimal channels. Faced with competition from local authorised dealers, channel erosion, loyalty effects and shifting demand, how overseas distributors select channels to optimise their operations has become a new challenge in global supply chain management. To this end, this paper constructs a Stackelberg game model to examine, in particular, the impact of factors such as channel erosion, loyalty efficiency, demand uncertainty and stock-out costs on the optimal channel selection by overseas distributors.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Lei Xu
AU  - Ying Lin
AU  - Xinyu Sun
AU  - Huimin Gao
PY  - 2026
DA  - 2026/06/02
TI  - Research on Channel Selection Strategies of Overseas Distributors under Channel Erosion and Channel Loyalty
BT  - Proceedings of the 2026 4th International Conference on Digital Economy and Management Science (CDEMS 2026)
PB  - Atlantis Press
SP  - 234
EP  - 242
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-699-9_26
DO  - 10.2991/978-94-6239-699-9_26
ID  - Xu2026
ER  -