O2O实体渠道与网络渠道价格差异的竞争分析

发布时间：2018-01-22 23:03

本文关键词： OO实体渠道网络渠道电子商务成熟度购物成本服务质量　出处：《数学的实践与认识》2017年12期 　论文类型：期刊论文

【摘要】：针对由O2O实体渠道和网络渠道集成的双渠道供应链,在Hotelling模型基础上先构建出消费者效用函数模型和需求函数模型,然后建立双渠道收益函数模型,并求解分析电子商务成熟度、购物成本、服务质量对两种渠道价格差异的影响.结果表明,电子商务成熟度超过一个临界值时,网络渠道价格将高于O2O实体渠道;网上购物成本越高,网络渠道价格低于O2O实体渠道;服务质量越高,利润越大.最后,将收集的相关指标数据进行假设检验和多元线性回归分析,实证结果与理论分析相符.因此,研究对分析这两种渠道的定价差异具有指导意义.
[Abstract]:Aiming at the dual channel supply chain integrated by O _ 2O entity channel and network channel, based on the Hotelling model, the consumer utility function model and demand function model are constructed. Then we establish a two-channel revenue function model and analyze the influence of e-commerce maturity, shopping cost and service quality on the price difference between the two channels. The results show that e-commerce maturity exceeds a critical value. The price of network channel will be higher than that of O2O entity channel; The higher the cost of online shopping, the lower the price of online channel is compared with that of O2O physical channel. The higher the service quality, the greater the profit. Finally, the collected data are tested with hypothesis and multiple linear regression analysis, the empirical results are consistent with the theoretical analysis. The study is of guiding significance to the analysis of the pricing differences between these two channels.
【作者单位】：黑龙江八一农垦大学经济管理学院;黑龙江八一农垦大学理学院;
【基金】：国家社科基金项目“发展农业循环经济的机制与对策研究”(08BJY067) 黑龙江八一农垦大学研究生创新科研项目“O2O模式下双渠道供应链定价协调策略研究”(YJSCX2017-Y78)
【分类号】：F224.32;F724.6;F726
【正文快照】： 1引言截至2015年底,据CNNIC数据显示,我国网络购物用户规模达到4.13亿,全年新增网民5183万人,较2014年同比增长M.3%,并且我国网络购物市场从B2C模式(Business ToCustomer)向020模式(Online To Offline)转化W.020概念的核心是吸引线上顾客到线下的商店去消费,将线上支付模式

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