O2O模式下服务商的价格和时间决策  

Price and Time Decision of Service Provider on O2O Model

作　　者：周雄伟[1] 汪苗蓉 徐晨[1] 

机构地区：[1]中南大学商学院

出　　处：《中国管理科学》2018年第2期54-61,共8页Chinese Journal of Management Science

基　　金：国家自然科学基金资助项目(71373288,71210003,71431006);湖南省社科基金重点项目(15ZDB67)

摘　　要：研究了拥有实体渠道的服务商是否应该开通O2O渠道和开通O2O渠道后服务商应该如何定价和确定服务水平的问题。首先，考虑实体渠道的等待时间对消费者效用的影响，构建了消费者渠道选择模型，得到了服务商具有定价权时服务商的渠道策略和定价策略，结果表明，消费者对实体店的等待时间的敏感度高于对价格的敏感度。其次，把价格作为常量，考虑等待时间对服务商成本的影响，研究了不具有定价权时服务商的渠道策略和服务水平策略，结果表明只有在O2O渠道价格较低和实体渠道的时间成本也较低时，服务商采用同时开通两个渠道的策略。With the rapid development of e-commerce and mobile commerce, more and more consumers are accustomed to online shopping. Online consumers can book and pay on enterprise website, mobile client or a third party website, and then go to physical store to accept their services by electronic bill. 020 （online to offline） channel is defined as consumer to complete the transaction channel by online payment and offline experience. The Situation that Service providers combine online operation of 020 channel is called the 020 model. Whether the service provider who owns physical channel should open 020 channel and how to price is investigated and the service level if the 020 channel has been open is determined. The utility func- tion through waiting time of physical store and the price difference of physical store and 020 channels are analyzed, and study on selection strategy, pricing strategy and time strategy of the service provider wheth- er she open 020 channels or not are studied. First, considering the impact of waiting time of physical channel on consumers~ utility, the consumer channel choice model is built, and service provider~ channel strategy and pricing strategy have been gotten when the service provider has pricing power. The results show that the level of time sensitivity of consumers is higher than the level of price sensitivity. Secondly, the price is taken as a constant and the impact of waiting time on the cost of the service providers is consid- ered, and the channel and service lever strategy under the condition that the service provider has no price power is studied. The results show that the service provider open two channels simultaneously on condi- tion that both the price of 020 channel and the time cost of physical channel are low.

关 键 词：O2O模式 等待时间 服务水平 双渠道 定价 

分 类 号：F224[经济管理—国民经济]