零售商嵌入零售技术的策略选择与模式演化  

Strategy Selection and Mode Evolution of Retailer for Embedding Retailing Technologies

作　　者：胡凤英 周正龙 HU Fengying;ZHOU Zhenglong(Hubei University,Wuhan,China;Central China Normal University,Wuhan,China)

机构地区：[1]湖北大学商学院 [2]华中师范大学信息管理学院,武汉市430079

出　　处：《管理学报》2020年第11期1706-1715,共10页Chinese Journal of Management

基　　金：中国博士后科学基金资助项目(2019M652682);湖北省博士后科技活动项目择优资助项目(2018Z37);中央高校基本科研业务费资助青年教师项目(CCNU20QN016)。

摘　　要：通过构建理论模型,研究零售商嵌入零售技术的策略选择问题,并讨论零售商的嵌入策略、不同权力结构对决策结果的影响。研究表明:渠道中的领导者在获取边际利润方面具有优势,零售商在嵌入零售技术过程中应委托技术提供商开发零售技术。比较不同模式后可知,零售商委托技术提供商开发零售技术且由技术提供商进行技术营销的嵌入策略最优。当零售商在委托开发与自主开发之间权衡时,建议零售商优先选择自主开发模式,并选择开发与客户互动更多的零售技术。We construct a theoretical model to study the strategic mode choice of the retailer for embedding retailing technologies,and discuss the impact of the retailer’s embedded strategy and different power structures on decision outcomes.The results show that the leader in the supply chain has an advantage in obtaining the marginal profit,thus the retailer should entrust the technology provider to develop professional technologies and become the channel leader.After comparing the different modes,the embedded strategy that the retailer entrusts the technology provider to develop the technologies and the technology provider gives the technology marketing support is optimal.When compared the commissioned development mode with the independent development mode,the retailer should prefer the independent development mode and choose to develop the technologies which more interact with customers.

关 键 词：策略选择 零售技术 模式演化 技术营销 

分 类 号：C93[经济管理—管理学]