线上线下销售渠道选择研究:基于博弈论的视角

发布时间：2018-04-23 04:12

本文选题：线上/线下 + 销售渠道　；参考：《现代管理科学》2015年07期

【摘要】：随着互联网等新兴技术的普及,应用互联网、移动网络等开展业务的O2O模式也越来越受到企业及追捧,然而,O2O模式是否是帮助企业实现利润最大化的有效途径呢?文章运用博弈论的方法,分别分析了垄断市场和寡头竞争市场上,采取单一销售渠道和混合销售渠道的商家的利润分布情况,发现只有当市场已经较为成熟,大多数消费者具有上网购物的条件及倾向时,线上销售才会产生优于传统销售的利润优势。而只有当消费者的购物倾向系数大于某一阀植时,商家才有动机采取混合销售的模式。因此,商家一定要根据自身的优劣势及环境情况来合理的选择线上线下销售渠道,才能实现利润最大化的目标。
[Abstract]:With the popularity of emerging technologies such as the Internet, the application of the Internet, mobile networks and other business O2O mode is more and more popular among enterprises, but whether the O2O model is an effective way to help enterprises to maximize profits? Using the method of game theory, this paper analyzes the distribution of profit of the monopolized market and the oligopoly competitive market, and finds that only when the market is mature, When most consumers have the condition and tendency of shopping online, the profit advantage of online sales is superior to that of traditional sales. But only when the consumer's shopping tendency coefficient is larger than a valve planting, the businessman has the motive to adopt the mixed sale pattern. Therefore, businesses must choose the online and offline sales channels reasonably according to their own advantages and disadvantages and environmental conditions, in order to achieve the goal of profit maximization.
【作者单位】：中国人民大学商学院;北京交通大学经济管理学院;
【分类号】：F724.6;F224.32

【共引文献】