It is a flaw for the previous studies to neglect the horizontal competition between manufacturers. This paper analyzes how the introduction of an e-tailing channel to an existing retailing channel affects the payoff of itself, its channel partner (i. e. retailer in this paper) and its competitor.We found out that, for the manufacturer with an e-tailing channel, the product e-tailing market share and product substitution have positive impact on its payoff and channel substitution have negative impact on its payoff. For its competitor, the manufacturer without e-tailing channel, e-tailing market share and channel substitution have little impact on its payoff. For their common retailer, the three factors have negative impact on its payoff.%针对以往研究很少考虑厂商间横向竞争的不足,研究了某一厂商增加电子零售渠道对自身、竞争对手以及零售商收益的影响.取得以下3点主要结论:①厂商要在产品相似度较高、电子零售渠道占有率较大的情况下开展电子零售才能提高自身收益,否则反而会降低收益;而且产品相似度和电子零售渠道占有率越高,则厂商收益增加得越多,但渠道替代度的增加会导致其收益增幅的降低.②对竞争对手,其他厂商开展电子零售总会使其收益降低,但电子零售渠道占有率的变化不会令其损失有明显变化,而且产品相似度的增加还会降低其损失.③对零售商,厂商开展电子零售总会令其收益降低,而且产品相似度、电子零售渠道占有率和渠道替代度这3个因素的提高会加剧其收益下降的速度.
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