考虑渠道质量差异下的实体零售商空间选址策略研究
发布时间：2018-11-15 19:43
【摘要】：网络零售的出现改变了实体零售商的选址逻辑,一定程度上促进了实体零售商闭店潮的出现。针对这一现象,构建一个网络零售商和两个实体零售商的空间竞争模型,从空间选址角度揭示电商冲击下实体零售商闭店潮的形成机理,同时考察存在网络渠道与实体渠道质量差异下的实体零售商选址决策。研究表明:与传统空间选址理论不同,即使在线性交通成本假定下,实体零售商也不会在城市中心选址,其选址决策取决于网络购物的无效成本与实体购物的交通成本比值;与直觉不同,网络零售商定价不是总低于实体零售商;网络渠道与实体渠道的质量差异促使实体零售商在城市两端选址,导致实体零售商城市中心闭店;交通改善和网络监管有助于实体零售商在城市中心集聚,促进城市繁荣发展。
[Abstract]:The emergence of online retailing has changed the location logic of physical retailers, and to some extent has promoted the emergence of brick-and-mortar retailers. Aiming at this phenomenon, this paper constructs a spatial competition model of network retailers and two real retailers, and reveals the formation mechanism of the closed store tide of physical retailers under the impact of e-commerce from the perspective of spatial location. At the same time, this paper investigates the location decision of physical retailers under the quality difference between network channel and physical channel. The research shows that: different from the traditional spatial location theory, even under the assumption of linear transportation cost, the location decision of the physical retailer will not be located in the city center, and its location decision depends on the ratio of the invalid cost of online shopping to the transportation cost of physical shopping. Different from intuition, the pricing of online retailers is not always lower than that of physical retailers, and the quality difference between network channels and physical channels leads to the location of physical retailers at both ends of the city, leading to the physical retailers closing stores in the city center. Traffic improvement and network regulation help physical retailers gather in urban centers and promote urban prosperity.
【作者单位】： 东北大学工商管理学院;
【基金】：国家自然科学基金资助项目(71273045) 中央高校基本科研业务费资助研究生科研创新项目(N160606001)
【分类号】：C934;F724.2
本文编号：2334259
[Abstract]:The emergence of online retailing has changed the location logic of physical retailers, and to some extent has promoted the emergence of brick-and-mortar retailers. Aiming at this phenomenon, this paper constructs a spatial competition model of network retailers and two real retailers, and reveals the formation mechanism of the closed store tide of physical retailers under the impact of e-commerce from the perspective of spatial location. At the same time, this paper investigates the location decision of physical retailers under the quality difference between network channel and physical channel. The research shows that: different from the traditional spatial location theory, even under the assumption of linear transportation cost, the location decision of the physical retailer will not be located in the city center, and its location decision depends on the ratio of the invalid cost of online shopping to the transportation cost of physical shopping. Different from intuition, the pricing of online retailers is not always lower than that of physical retailers, and the quality difference between network channels and physical channels leads to the location of physical retailers at both ends of the city, leading to the physical retailers closing stores in the city center. Traffic improvement and network regulation help physical retailers gather in urban centers and promote urban prosperity.
【作者单位】： 东北大学工商管理学院;
【基金】：国家自然科学基金资助项目(71273045) 中央高校基本科研业务费资助研究生科研创新项目(N160606001)
【分类号】：C934;F724.2
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1 刘安毅;雷晓健;;服务质量差异与零售商行为——以苹果公司为例[J];吉林省教育学院学报(上旬);2014年02期
，本文编号：2334259
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