电子商务环境下零售商营销渠道选择与运营策略研究

发布时间：2018-08-25 11:19

【摘要】：面对迅猛增长的电子商务业务,传统零售业受到了不小的冲击。不管是传统零售企业,还是新兴电子商务企业的商业模式与发展业态发生了根本性变化,都需要对销售模式和渠道结构进行深入研究,因此探索单一渠道模式或者多渠道模式对拉动内需、促进传统产业升级和增强国家竞争力,都具有十分重要的战略意义。本文针对双渠道商品零售问题展开研究,重点讨论了在电子商务环境下零售商最优的零售渠道结构选择和不同双渠道结构运营模式下的商品定价策略。首先,对市场中可能存在的传统零售渠道、网上直销渠道、线上线下相结合的双渠道结构进行总结,以消费者效用理论、霍特林线性市场假设为基础,考虑两渠道相互竞争情况下商品定价领导权地位不平等,建立模型求解了不同零售渠道结构下的商品定价和市场均衡利润问题,通过比较分析利润的大小指出零售商最优的商品零售模式是采用双渠道零售。其次,在得出采用双渠道零售模式为最优后,针对双渠道零售模式的运营策略进行分析,分别研究了集中式和分散式运营策略下商品的最优定价和零售商获得的利润。在集中式运营策略下,基于传统线性需求函数,考虑消费者的渠道偏好、渠道转移和交货期等因素对需求的影响,构建了更符合实际情况的需求函数,以两渠道总利润最大化为目标函数,求解了两渠道商品最优价格和最优交货期,指出商品差异化定价还是统一定价取决于直销渠道市场份额的大小,并深入剖析了各因素对商品价格和零售商总利润造成的影响;在分散式运营策略下,基于消费者效用理论,以各渠道利润分别最大化为目标函数,主要研究了旅行成本、网上购物成本、两渠道商品相似度、搭便车行为对商品差异化定价和统一化定价策略及各渠道利润造成的影响,结果表明相似度小时差异化定价且传统渠道商品价格要低,相似度大时统一定价。最后,运用数值算例来验证模型理论分析的有效性,并阐述了其中原因,提出了零售商可以采取的应对措施。本文的研究成果为双渠道零售商的运营决策提供了科学的理论支撑,具有应用推广价值。
[Abstract]:In the face of the rapid growth of e-commerce business, the traditional retail industry has been not small impact. Whether traditional retail enterprises or new e-commerce enterprises have undergone fundamental changes in their business models and development patterns, it is necessary to conduct in-depth research on the sales model and channel structure. Therefore, it is of great strategic significance to explore the single channel mode or multi-channel mode to stimulate domestic demand, promote the upgrading of traditional industries and enhance the national competitiveness. In this paper, we focus on the choice of retailers' optimal retail channel structure in e-commerce environment and the commodity pricing strategy under different operating modes of dual-channel structure. First of all, the paper summarizes the traditional retail channels, online direct sales channels, and the combination of online and offline dual channel structure, which is based on the consumer utility theory and Hottlin linear market hypothesis. Considering the unequal position of commodity pricing leadership in the case of competition between the two channels, a model is established to solve the problem of commodity pricing and market equilibrium profit under different retail channel structures. By comparing and analyzing the profit, the author points out that the best retail mode for retailers is double channel retailing. Secondly, after getting the conclusion that the dual-channel retail mode is the best, the paper analyzes the operation strategy of the dual-channel retail model, and studies the optimal pricing of commodities and the profit of the retailer under the centralized and decentralized operation strategy respectively. Under the centralized operation strategy, based on the traditional linear demand function, considering the influence of the consumer's channel preference, channel transfer and delivery date on the demand, the demand function which is more in line with the actual situation is constructed. Taking the maximization of the total profit of the two channels as the objective function, the optimal price and the optimal delivery time of the commodities in the two channels are solved, and it is pointed out that the differential pricing or the unified pricing depends on the market share of the direct selling channel. It also deeply analyzes the influence of various factors on commodity prices and retailers' total profits. Under the decentralized operation strategy, based on the consumer utility theory, taking the maximization of profit of each channel as the objective function, this paper mainly studies the travel cost. The effects of online shopping cost, commodity similarity between two channels, free-rider behavior on commodity differential pricing, unified pricing strategy and profit of each channel are discussed. The results show that the similarity is small and the price of traditional channel commodity is low. Uniform pricing when similarity is high. Finally, numerical examples are used to verify the validity of the theoretical analysis of the model, and the reasons are expounded, and the countermeasures that can be taken by retailers are put forward. The research results of this paper provide a scientific theoretical support for the operation decision of dual-channel retailers and have the value of application and promotion.
【学位授予单位】：南京航空航天大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.36;F274

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