消费者展厅行为和参考质量效应对O2O供应链动态运营策略的影响  

Study on the Dynamic Operation and Marketing Strategies of O2O Supply Chain Considering Consumers’Showrooming and Reference Quality Effect

作　　者：马德青 胡劲松[1] MA De-qing;HU Jin-song(School of Business,Qingdao University,Qingdao 266071,China)

机构地区：[1]青岛大学商学院,山东青岛266071

出　　处：《中国管理科学》2022年第4期167-183,共17页Chinese Journal of Management Science

基　　金：国家自然科学基金资助项目(71771129)。

摘　　要：本文研究消费者展厅行为和参考质量效应对O2O供应链动态运营策略的影响问题。分析了集中决策、分散决策和制造商分担实体店服务成本决策3种模式下的制造商产品质量策略、实体店和电商平台的服务竞争策略,以及品牌商誉变化和企业利润等问题。并进行了价格、实体店访问比例和展厅行为强度对企业绩效的影响。研究发现:展厅行为会挫伤实体店提供服务的积极性,降低品牌商誉,从而损害制造商和实体店的利润水平;而消费者的这种搭便车行为会提高电商平台利润,但由于参考质量效应的存在,其提升空间有限。综合而言,展厅行为对供应链总体绩效不利。应对展厅行为的长期战略有:1)加强上下游的纵向合作,制造商分担实体店服务成本契约,能实现供应链总体绩效的帕累托改进。2)从受展厅行为影响最大的实体店角度,保持线下产品高定价、高服务水平,提升消费者支付意愿,全面提升实体店的品牌溢价能力,获取长久生存之道。Omni-channel retailing enriches consumers’shopping choices.Consumers can find the best choice for their purchase by distinguishing the distinctive characteristics of each sales channel.But this has also caused consumers’showrooming behavior-they conduct product experience in the brick and mortar store to determine the suitable product for their own,and then to buy the products online in e-commerce platform which has lower price.This kind of free-riding behavior of consumers often brings huge damage to the brick and mortar store and even the supply chain,which also triggers the research on the showrooming behavior and the discussion on the web-showrooming both in business community and academic circles.Different from previous research,the important role of manufacturer in the supply chain and multi-retail channel competition is taken into account from the perspective of long-term dynamics and non-price competition of enterprise operations and the reference quality effect in the online purchase process of consumers is considered.A differential game theory is used to analyze the impact of consumer showrooming behavior on corporate decision-making and performance under the three decision-making modes of centralized,decentralized and manufacturer’s sharing the service cost of brick and mortar store.What’s more,the long-term strategies of enterprises in O2 O supply chain is explored to deal with showrooming behavior.Through theoretical reasoning and numerical example verification analysis,the main conclusions and corresponding management inspirations obtained in this paper are as follows:1)Under the three decision-making modes,the showrooming behavior will not affect the determination of the product quality level,but it will dampen the enthusiasm of the brick and mortar store to provide services,while the big-data service level of the e-commerce platform is reduced with the showrooming behavior under the centralized decision-making mode.In the other two decision modes,the opposite is true.And under the three de

关 键 词：展厅行为 O2O供应链 参考质量效应 微分博弈 搭便车行为 品牌溢价 

分 类 号：F224[经济管理—国民经济]