音频建议（Audio Advice)：从线下零售到电子零售 Audio Advice: From Retail to E-Tail (Simplified Chinese version)

Audio Advice 是一家实体音响专卖零售商，在北卡罗来纳州拥有两家门店。传统上，发烧级组件仅通过专卖店出售。然而，这一做法在发生改变，线上销售的比例逐渐增加。Audio Advice想在这个持续增长的销售渠道中分得一杯羹，因此以亚马逊商城卖家的身份开始线上销售。尽管这一渠道初始投资并不多，且能实现收入快速增长，但并不适合长期发展。Audio Advice的管理层有更大的愿景。公司计划建立独立的电子商务网站，在此期间Audio Advice 需要考虑其品牌建设：是应该扩展现有品牌、使用子品牌还是开发新品牌？每种选择将如何影响店内销量、Audio Advice的声誉，以及发烧友品牌允许在线销售其产品的意愿？

Audio Advice was a brick-and-mortar audio specialty retailer with two stores in North Carolina. Traditionally, audiophile components were only sold through specialty stores. However, this practice was shifting, with a growing portion of sales occurring online. Audio Advice wanted to capture a portion of this growing channel, so started online as an Amazon Marketplace seller. Though this channel resulted in quick revenue growth without a great deal of initial investment, it was not suitable long term. Audio Advice’s management had a bigger vision. In planning their transition to their own e-commerce site, Audio Advice needed to consider branding: should they extend their existing brand, use a sub-brand, or develop a new one, and how would each option affect in-store sales and reputation, and the willingness of audiophile brands to allow online sales of their products?