The Impact of Market and Product Type on Re-intermediation Strategy of Traditional Bricks-and-mortar Intermediaries

Nowadays,against background of accelerating development of E-business,the traditional bricks-and-mortar intermediaries are confronting not only operational pressure from disintermediation but also re-intermediation opportunity. There are many elements to influence the intermediaries' re-intermediation strategy.Previous researches are focused on functions and added values intermediaries provided.This paper is to discuss how market and product type affect the strategy,aiming to avoid imprudent behavior in re-intermediation process,on basis of mediating organization change arising from information technology.