消费者导向类型与电商全渠道决策研究  

Study on Consumer-oriented Types and E-tailer’s Omnichannel Decision

作　　者：郎骁 邵晓峰[1] LANG Xiao;SHAO Xiao-feng(Antai College of Economics&Management,Shanghai Jiao Tong University,Shanghai 200030,China)

机构地区：[1]上海交通大学安泰经济与管理学院,上海200030

出　　处：《中国管理科学》2020年第9期164-175,共12页Chinese Journal of Management Science

基　　金：国家自然科学基金资助项目(71372106,71572106)。

摘　　要：从现实出发,基于不同消费者导向类型研究了电商的全渠道决策问题。首先建立电商单渠道销售的基础模型,并得出最优产品组合、价格和交付时间。在此基础上,给出了消费者为产品导向型和渠道导向型情况下电商采取全渠道决策的条件,得出双渠道产品组合、价格及交付时间的最优决策;并进行了数值验证。研究发现,同一渠道提供的产品其最优价格相同,最优交付时间只和消费者耐心程度及交付成本函数有关。若消费者为产品导向型,仅当双渠道运营成本之差较小且消费者耐心程度较低时,电商进入线下渠道才有利可图,且在线下渠道提供最受欢迎的产品,线上渠道提供剩余产品。若消费者为渠道导向型,电商进入线下渠道必然有利可图,且在线下渠道提供最受欢迎的产品,线上渠道提供所有产品。With the development of omnichannel retailing,a growing number of e-tailers start entering the offline marketspace in order to expand the market demand and profit.The condition under which an e-tailer should adopt omnichannel decision is studied and multiple influence factors are considered,including different consumer-oriented types,consumer patience and unit operation costs in different channels.The multinomial logit(MNL)framework is adopted to characterize the consumer choice behavior in the basic model which the e-tailer only operates the online channel,and the optimal assortment and price are obtained.When the e-tailer adopts omnichannel decision,if the consumers are product-oriented,the MNL model is also adopted characterize their choice behavior;if the consumers are channel-oriented,the nested multinomial logit(NMNL)model is adopted to characterize their choice behavior.First,optimal prices for arbitrarily online and offline assortments are obtained.Then by analyzing the optimal price expressions,optimal assortments offered in different channels are obtained.Finally,by comparing the optimal profit with the basic model,the e-tailer’s entry conditions under different consumer-oriented types are obtained.The results show that the products offered in the same channel always have the same optimal price,means that the e-tailer only needs to decide two prices:the online price and the offline price.The optimal delivery time is only related to the delivery cost function expression and the consumer patience factor.If the consumers are product-oriented,only when the difference between the dual channel operation cost is relatively small and the consumer patience factor is relatively large,the e-tailer should adopt omnichannel decision.The optimal assortment is offering the most popular product offline,and offering the remaining products online.If consumers are channel-oriented,omnichannel decision is always profitable for the e-tailer.The optimal assortment is offering the most popular product offline,and offering a

关 键 词：产品组合 全渠道决策 消费者导向类型 价格-交付时间联合决策 交付成本 

分 类 号：F272.3[经济管理—企业管理]