基于链与链竞争的零售商线上线下同价O2O销售策略研究

发布时间：2018-02-02 13:54

本文关键词： 链与链线上线下同价销售策略零售商　出处：《运筹与管理》2017年05期 　论文类型：期刊论文

【摘要】：本文从链与链竞争的角度分析了零售商采用线上线下同价的O2O销售策略对所在供应链成员及竞争供应链成员运营和利润的影响。依据两种竞争模式建立链与链竞争的Stackelberg博弈模型,并得到了博弈均衡解。研究结果表明,当单位赶路成本相对电子渠道感知系数大于一定阈值时,理性的零售商将采用线上线下同价的O2O销售策略来增加自身利润。更重要的发现是,此时零售商所在供应链和竞争供应链上的制造商利润也会随之增加,而且当单位赶路成本相对电子渠道感知系数继续增大到另一阈值时,两条链上的所有成员均将受益。但线上线下同价的O2O销售策略会抬高售价,降低消费者剩余。
[Abstract]:From the angle of chain and chain competition, this paper analyzes the influence of online and offline O2O sales strategy on the operation and profit of the member of the supply chain and the member of the competitive supply chain. The chain and the profit of the member of the supply chain are established according to the two competition modes. Stackelberg game model of chain competition. The game equilibrium solution is obtained. The results show that when the unit travel cost relative to the electronic channel perception coefficient is greater than a certain threshold. Rational retailers will use online and offline O2O sales strategy to increase their profits. More importantly, the retailer's supply chain and competition in the supply chain will also increase the profits of manufacturers. Moreover, when the unit travel cost continues to increase to another threshold relative to the electronic channel perception coefficient, all members of the two chains will benefit. However, the O2O sales strategy with the same price under the line will raise the price. Reduce consumer surplus.
【作者单位】：大连理工大学管理与经济学部;
【基金】：国家自然科学基金资助项目(71431002)
【分类号】：F224;F274
【正文快照】： 0引言随着电子商务的发展,零售商纷纷开通电子渠道销售商品,传统零售商将迎来前所未有的挑战。同时,由于零售商线上线下销售的商品相同,在这个“比价”很容易的时代,很多零售商已经开启线上线下同价的O2O模式以避免两个渠道的价格冲突。例如,苏宁将传统渠道与电子渠道融合,实

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