心理帐户视角下基于电子优惠券的零售商渠道整合策略——以“优衣库”为例  

Channel Integration Strategy of Retailers Based on E-coupon fromthe Perspective of Mental Accounting——A Case Study of Uniqlo

作　　者：石岿然[1] 季逸清 SHI Kui-ran;JI Yi-qing(School of Finance,Nanjing Audit University,Nanjing 211815,China;College of Economics and Management,Nanjing University of Technology,Nanjing 211800,China)

机构地区：[1]南京审计大学金融学院,江苏南京211815 [2]南京工业大学经济与管理学院,江苏南京211800

出　　处：《运筹与管理》2021年第3期137-143,共7页Operations Research and Management Science

基　　金：国家社科基金重点项目(18AGL001)。

摘　　要：当前,零售商的渠道策略从以往各自为政的经营模式转向于关注渠道整合程度。越来越多的零售商开始通过为搜索产品中的线上消费者提供电子优惠券,以此吸引其转移到线下渠道购买产品。本文基于对“优衣库”渠道整合案例的梳理,引入心理账户收入幻觉,建立了不同渠道策略下两个零售商之间的Hotelling模型。研究发现电子优惠券能够实现消费者从线上向线下渠道的转移,零售商在一定条件下能够借此扩大市场规模并获利。此外,优惠券策略受消费者到店产生的额外购买给零售商带来的收益的影响。同时,消费者心理账户形成的收入幻觉、消费者对线上渠道的偏好异质性也影响优惠券策略。At present,retailer’s channel strategyhas shifted from the self-governingoperation mode to concentration on channel integration.More and more retailers begin to attract online consumer to buy products in offline channel by offering e-coupon.Based on the case study of Uniqlo channel integration,the concept of mental accounting income illusion is introduced to develop a Hotelling model between two retailers with different channel strategies.The result shows that e-coupon can transfer consumer from online to offline channel,and retailer can profit from market scale expansion in some way.Moreover,the retailer’s coupon strategy is influenced by retailer’s increased income from consumer’s extra purchases in offline store.Meanwhile,the income illusion formed by consumer’s mental accounting and the heterogeneity of their preferences for online channels also affect coupon strategy.

关 键 词：电子优惠券 零售商渠道整合 心理账户 HOTELLING模型 

分 类 号：F724.2[经济管理—产业经济]