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Internet et la distribution de biens physiques. Analyse de l'émergence de nouvelles structures verticales dans le secteur du vin

  • Hervé Tanguy
  • Éric Giraud-Héraud
  • Louis-Georges Soler
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    [fre] Le secteur de la distribution de vins a vu naître de nombreux projets B-to-C et B-to-B à l'initiative de nouveaux entrants qui amènent les acteurs traditionnels de la distribution physique à s'interroger sur leurs stratégies de commercialisation. Caractérisé par une offre fragmentée, une distribution internationale assurée par de nombreux intermédiaires et un produit nécessitant une circulation intense d'information, ce secteur représente un cas de redéfinition du jeu concurrentiel liée à l'émergence du commerce en ligne. Dans une première partie de l'article, nous caractérisons les différents schémas de distribution adoptés jusqu'à présent dans ce secteur et les enjeux soulevés par le développement d'Internet. Dans une deuxième partie, nous fournissons une analyse théorique des faits observés en vue de bâtir une grille de lecture pertinente pour traiter de la spécificité du commerce en ligne. [eng] Internet and the producers-retailers relationships: analysis of new vertical structures in the wine sector. . A lot of B-to-B and B-to-C projects have been set up by new comers in the wine sector. They lead the traditional stakeholders, involved in physical retailing, to reshape their own distribution strategies. In the first part of this paper, we analyze several models of wine distribution and the stakes raised by the introduction of the Internet technology. In the second part of the paper, we propose a theoretical analysis of (1) the opening of direct distribution channels for the producers, (2) the opening of new supply sources through market places for the distributors.

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    Article provided by Programme National Persée in its journal Revue économique.

    Volume (Year): 52 (2001)
    Issue (Month): 1 ()
    Pages: 213-232

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    Handle: RePEc:prs:reveco:reco_0035-2764_2001_hos_52_1_410285
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