考虑消费者交互的实物型产品020演化仿真研究

发布时间：2018-03-20 02:24

本文选题：O2O　切入点：影响模型　出处：《东华大学》2016年硕士论文　论文类型：学位论文

【摘要】：近年来,随着互联网技术和智能手机及其它移动设备的运用和普及,一种新型的商业模式O2O(Online To Offline)迅速发展起来。O2O商业模式是传统实体渠道和电子商务渠道融合的产物,是市场竞争的更高层次,不再是单一渠道,或者是渠道之间的你死我活,其核心理念是企业通过有形店铺和无形店铺的组合,满足消费者任何时候、任何地点、任何方式购物、娱乐和社交的综合体验需求,从理论上来说,O2O可帮助实现线上、线下和消费者的多赢。因此,鉴于O2O模式可以带来的诸多好处,不计其数的公司都开始致力发展这种模式。这其中不乏一些成功案例,但更多的是大量失败的企业。在B2C模式下,消费者行为及其交互对于运营的成功与否有着重要的影响,鉴于现有研究缺乏考虑消费者交互行为对O2O运营的影响,因此,本文考虑消费者评论和口碑分别在线上和线下的社会网络传播后对实物型O2O的影响,主要表现在对需求量、库存成本、运输成本等指标的影响。在其他学者研究对功能型产品/大众产品和创新型产品/利基产品的基础上,结合O2O具有实物型和服务型的现实背景,本文从两个维度将O2O模式分为四种,分析每种O2O模式在运营方式上的不同,并举以实例。随后,选取其中的P-F模式和P-I模式(即实物型O2O),利用复杂网络的相关理论构建消费者的社会网络,消费者在社会网络中的交互规则则基于影响模型。在数学建模的基础上,利用多智能体仿真技术,结合S公司线上线下同价的现实背景,对不同的参数进行模型的仿真,旨在研究于不同条件下需求以及各类物流成本的变化情况,这些不同的条件包括不同的消费者体验程度、挑剔程度、线上复杂网络连接率以及不同的线上线下物流方案。仿真后主要分析不同参数下需求量和物流成本(包括库存成本和运输成本)的随时间变化的规律,进而探究其对O2O的一些深层影响。最后,由仿真结果归纳出如下主要结论:O2O模式的实施不但不会使线上需求“抢”走线下的需求,还会促进整体需求的增加;对于挑剔程度较高的消费者,线上需求所受的影响较线下更大;使用由距离消费者最近的门店向线上消费者配送的线上线下整合方案与从仓库直接配送给消费者相比较,可减少物流成本。基于本文的结论并结合现实背景,可提出对O2O模式的运营者提出一些的建议,主要有:针对体验程度较强的实物类产品,商家可以丰富和加强线下体验性;商家应当保持产品质量,否则不良影响将会扩散地较快;对于亟需削减物流成本的O2O模式来说,采取门店配送是个很好的选择等。
[Abstract]:In recent years, with the use and popularity of Internet technology, smart phones and other mobile devices, a new business model, O2OOnline to offline, has developed rapidly. The O2O business model is the product of the integration of traditional physical channels and e-commerce channels. Is a higher level of market competition, is no longer a single channel, or between channels, the core idea is that enterprises through the combination of tangible and intangible shops, to meet consumers at any time, anywhere, any way shopping, The combination of entertainment and social experience needs, in theory, can help achieve multiple wins online, offline and consumer. So, given the many benefits of the O2O model, Countless companies are beginning to develop this model. There are some successful cases, but more of them are failed enterprises. In B2C mode, consumer behavior and their interactions have an important impact on the success or failure of the operation. In view of the lack of existing research to consider the impact of consumer interaction behavior on O2O operations, this paper considers the impact of consumer reviews and word of mouth on physical O2O after the spread of online and offline social networks, mainly in terms of demand. On the basis of other scholars' research on functional product / mass product and innovative product / niche product, combined with the realistic background that O2O has physical type and service type, This paper divides the O2O model into four types from two dimensions, analyzes the different operating modes of each O2O model, and gives an example. The P-F model and P-I mode (physical O _ 2O _ 2) are selected to construct the consumer's social network by using the theory of complex network. The interaction rules of consumers in the social network are based on the influence model. By using the multi-agent simulation technology and the realistic background of the same price between the line and the line of S Company, the different parameters are simulated in order to study the change of the demand and various kinds of logistics cost under different conditions. These different conditions include a different degree of consumer experience, a degree of pickiness, After simulation, the variation of demand and logistics cost (including inventory cost and transportation cost) with different parameters are analyzed. Finally, the following main conclusions are concluded from the simulation results: the implementation of the "O _ 2O" mode can not only make the on-line demand "grab" the line demand, but also promote the increase of the overall demand; For more selective consumers, online demand is more affected than offline; online and offline integration schemes from the nearest store to the online consumer are compared with direct distribution from the warehouse to the consumer. Logistics cost can be reduced. Based on the conclusion of this paper and combined with the realistic background, we can put forward some suggestions to the operators of the O2O model, mainly as follows: for the physical products with strong experience degree, the merchants can enrich and strengthen the offline experience; Businesses should maintain the quality of their products, otherwise the adverse effects will spread more quickly; for the O2O model, which urgently needs to reduce logistics costs, it is a good choice to adopt store distribution.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6

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