全渠道零售商分销策略选择与定价决策研究  

Research on Distribution Strategy Selection and Pricing Decision of Omni Channel Retailers

作　　者：蒋慧慧 刘珍芳 Jiang Huihui;Liu Zhenfang(School of Management,Guangdong University of Technology,Guangzhou 510006,China)

机构地区：[1]广东工业大学管理学院,广东广州510520

出　　处：《科技创业月刊》2023年第8期62-66,共5页Journal of Entrepreneurship in Science & Technology

摘　　要：电子商务的快速发展推动了全渠道商务模式的发展,在此背景下,BOPS(线上购买,线下提货)零售服务应运而生,并受到了广大零售商的欢迎。运用Stackelberg博弈模型和需求理论,探讨了零售商在保持原有线上和线下分销渠道的同时,使用BOPS分销渠道对分销质量差异化产品的影响。通过构建模型,计算得出市场最优价格、最优需求以及最优利润,进一步分析均衡结果的关系,并比较不同分销策略下的利润差异,从而确定最优分销策略和产品定价决策。结果表明,当质量感知差异系数较大且零售商建立BOPS渠道的成本较低时,零售商更愿意将低质量产品投放到线上分销渠道以及BOPS分销渠道,高质量产品投放到线下分销渠道,即LH分销策略。The rapid development of e-commerce has promoted the development of Omni channel business model.In the context of Omni channel,it is possible to open BOPS(Buy Online and Pick in Store)retail service,which has attracted the deep attention of a wide range of retailers.This paper applies a Stackelberg game model and defined demand theory to study the impact of opening and using BOPS distribution channels on the distribution of quality differentiated products under the premise of the original online and offline distribution channels.Retailers sell two kinds of products with different quality to consumers,and consider how to choose channel distribution strategies and pricing decisions for products with high and low quality differences.By using Steinberg game theory to build a model to solve the market optimal price,optimal demand and optimal profit,finally analyze the relationship between the equilibrium results,compare the profit differences under different distribution strategies,and finally choose the optimal distribution strategy.The results show that when the difference coefficient of quality perception is large and the cost of establishing BOPS channel is low,retailers are more inclined to put low-quality products into online distribution channels and BOPS distribution channels,and high-quality products into offline distribution channels,that is,LH distribution strategy.

关 键 词：全渠道 质量差异 分销策略 定价决策 

分 类 号：F272[经济管理—企业管理]