新零售背景下全渠道价格管理策略研究  

Research on Omni-channel Price Management Strategy under the Background of New Retail

作　　者：郑海英[1] ZHENG Haiying(School of Economics and Management,Civil Aviation University of China)

机构地区：[1]中国民航大学经济与管理学院

出　　处：《中国商论》2021年第18期12-15,共4页China Journal of Commerce

基　　金：中国民航大学大学生创新创业训练计划项目“新零售模式下电商平台经营策略研究”的阶段性研究成果(205018060469)。

摘　　要：全渠道零售商将实体渠道、电商渠道以及移动电商渠道进行高度整合,为顾客提供优质而完善的购物服务。全渠道零售是以消费者为中心的时代,要求零售商为消费者提供所有渠道间自由转换的服务体验。对零售商而言,构建全渠道销售模式,需要分析消费者行为习惯以及不同因素对消费者购买意愿的影响。本文以有实体店和网络购物经验的消费者为调查对象,基于线上价格和线下价格的差异性,研究渠道价格对消费者的影响程度,并根据分析结果为零售商提供全渠道的价格管理建议。Omni-channel retailers highly integrate physical channels,e-commerce channels,and mobile e-commerce channels to provide customers with high-quality and complete shopping services.Omni-channel retailing is a consumer-centric era.Retailers are required to provide consumers with a service experience that can be freely converted among all channels.For retailers,in order to build an omni-channel sales model,it is necessary to analyze the influence of consumer behaviors and different factors on consumers’purchase intentions.This article takes consumers with physical store and online shopping experience as the survey object.Based on the differences between online and offline prices,it studies the impact of channel prices on consumers,and provides retailers with omni-channel prices management recommendations based on the results of the analysis.

关 键 词：新零售 全渠道 价格差异化 消费者 

分 类 号：F742[经济管理—国际贸易]