考虑交叉销售的在线零售商O2O渠道策略  

Optimal O2O channel strategies of online retailer in the presence of cross-selling

作　　者：金亮 徐露[1,2] Jin Liang;Xu Lu(School of Economics and Management,Nanchang University,Nanchang 330031,China;Research Center of Cluster and Enterprise Development,Jiangxi University of Finance and Economics,Nanchang 330032,China)

机构地区：[1]南昌大学经济管理学院,江西南昌330031 [2]江西财经大学产业集群与企业发展研究中心,江西南昌330032

出　　处：《系统工程学报》2023年第6期837-849,共13页Journal of Systems Engineering

基　　金：国家自然科学基金资助项目(71902079,72162020);江西省社会科学基金资助项目(22YJ09);江西省自然科学基金资助项目(20232BAB211008);江西省知识产权软科学研究资助项目(2023-17).

摘　　要：从消费者退货视角,研究存在交叉销售的在线零售商O2O渠道策略及其影响问题,建立交叉销售收益信息不对称下的两阶段供应链博弈模型,分析在线零售商引入O2O渠道的条件及其对供应链均衡和消费者福利的影响,考察交叉销售的价值.研究发现:在线零售商会有动机引入O2O渠道,有利于提升其市场占有率和利润水平,并且交叉销售的存在还能增大在线零售商引入O2O渠道的动机;O2O渠道的引入会导致消费者发生渠道迁移行为,吸引更多消费者选择到体验店体验产品,进而降低产品退货率和提升消费者福利;交叉销售会促使在线零售商降低产品零售价格,产品需求增加,对供应商和在线零售商均有利.This paper analyzes the online retailer's O2O channel strategy and the impact of 020 channel on supply chain equilibrium in the presence of cross-selling,from the perspective of consumer return.two-stage supply chain game model under asymmetric cross-selling revenue information are established,respectively.Moreover,the online retailer's O2O channel strategy selection,and the influence of O2O channel on supply chain equilibrium and consumer behavior,the value of cross-selling are analyzed.The results show that,the O2O channel strategy is the best choice for online retailer,that is,O2O channel is conducive to increasing online retailer's market share and profit level,and cross-selling can also increase the motivation of online retailers to introduce O2O channel.In addition,the O2O channel strategy has led to consumer channel migration behavior,attracting more consumers to choose showroom to experience product,thereby reducing the product return rate and improving consumer welfare.Finally,the cross-selling can prompt online retailer to reduce product retail price and increase product demand,which is beneficial to both supplier and online retailer.

关 键 词：O2O渠道 交叉销售 在线零售商 信息不对称 

分 类 号：C93[经济管理—管理学]