考虑Showrooms效应的供应链定价与渠道模式策略
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作者单位:

1.阜阳师范大学;2.安徽工程大学

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中图分类号:

TP273

基金项目:

国家自然科学基金资助项目(71771055, 71801003),安徽省高校自然科学研究重点项目(KJ2019A0519), 安徽省高校优秀青年人才支持计划重点项目(gxyqZD2019048)。


Strategies of Pricing and Channel Mode in a Supply Chain Considering Showrooming Effect
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Affiliation:

Fuyang Normal University

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    摘要:

    构建双渠道和O2O两种模式下的供应链博弈模型,研究了Showrooms效应影响下的供应链定价和渠道模式策略选择问题。研究结果表明:无论何种渠道模式,Showrooms效应和线下展厅服务使得制造商和零售商提高了线上和线下渠道的零售价格;双渠道模式下制造商降低了批发价格,O2O模式下制造商不一定降低批发价格。线下展厅服务和Showrooms效应增加了线上、线下渠道和总需求量,实现了零售商利润增加,零售商会提供线下展厅服务并愿意接受O2O模式。只有当Showrooms效应较小时,制造商选择O2O模式,此模式在大部分条件下可以提高供应链运作效率。因此,当Showrooms效应和线上渠道需求比例满足一定条件时,O2O模式是制造商和零售商的一致选择,实现了从双渠道模式到O2O模式的成功转型。

    Abstract:

    This paper constructs the game models of supply chain under the dual-channel and O2O modes, and studies the pricing and mode selection in a supply chain under the influence of showrooming effect. The results show that: no matter what the channel mode is, offline showroom service and showrooming effect make the manufacturer and retailer increase the retail prices of both online and offline channels. The manufacturer decreases the wholesale price under dual-channel mode, while it does not necessarily reduce the wholesale price under O2O mode. The offline showroom service and showrooming effect increase the demand of online and offline channels. As the retailer’s profit is increased, who would like to provide offline showroom service and accept O2O mode. The manufacturer will also choose O2O mode, when the showrooming effect is negligible, which can improve the operation efficiency of supply chain under most conditions. Therefore, when the showrooming effect and the proportion of online channel demand meet certain conditions, O2O mode is the consistent choice of the manufacturer and retailer, which realizes the successful transformation from dual-channel mode to O2O mode.

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历史
  • 收稿日期:2020-07-02
  • 最后修改日期:2020-09-27
  • 录用日期:2020-10-12
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