考虑渠道偏好和交叉弹性影响的零售商电子优惠券投放策略选择研究  

Study on Strategies Selection of Retailer’s E-coupon Distribution Considering the Influence of Channel Preference and Cross Elasticity

作　　者：田应东 杨文胜[1] 侯欣汝 陈梦泽 TIAN Yingdong;YANG Wensheng;HOU Xinru;CHEN Mengze(School of Economics&Management,Nanjing University of Science&Technology,Nanjing 210094,China)

机构地区：[1]南京理工大学经济管理学院,江苏南京210094

出　　处：《运筹与管理》2023年第11期18-25,I0001,I0002,共10页Operations Research and Management Science

基　　金：江苏省哲学社会科学基金项目(19GLB009);国家自然科学基金资助项目(71771122);江苏省研究生科研与实践创新计划项目(KYCX20_0334)。

摘　　要：针对通过双渠道和全渠道销售产品的零售商,构建双寡头Bertrand博弈模型,求解单次博弈的一般均衡,在此基础上,对两种群非对称零售商群体的电子优惠券投放策略进行演化博弈建模,分析策略调整的演化路径、演化均衡价格、优惠券面值和消费者实际支付,以及演化均衡利润的变化趋势。通过数值分析发现:存在四组双种群和一组单种群纯策略演化稳定点,随着渠道偏好和交叉弹性系数的变化进行动态调整。当交叉弹性适中时,两群体在所有渠道都实施区别定价,演化均衡价格、优惠券面值和消费者实际支付都越小,而当交叉弹性较低和较高时,差异定价的实施渠道有所减少,演化价格、面值和实际支付越大。参数与演化均衡利润呈现“U”型关系,通过双渠道销售的零售商群体投放优惠券会带来利润优势,但是会使双方陷入两败俱伤的“囚徒困境”中。The popularization of the Internet,the advancement of information technology,and the development of e-commerce have given rise to online retail channels.The dual-channel consisting of offline and online plays a significant role as an intermediary in facilitating transactions between retailers and consumers,bringing numerous conveniences to shoppers.However,as society gradually transforms from the information age to the digital age,consumers’shopping habits undergo a comprehensive transformation,and competition in the retail industry becomes increasingly fierce.Obviously,the dual-channel retail model can no longer meet the needs of companies for normal operations and competitiveness,and the entire retail industry is actively exploring new retail models that can support future development.At this time,as a new retail model that can promote the integration of online and offline development while providing consumers with a all-round and seamless shopping experience,omni-channel retail has rapidly gained application and practice in the industry,especially the“Buy-Online-Pick-up-in-Store”(BOPS)model.Retailers sell their products through dual-channel and omni-channel approaches inevitably triggers intense market competition.Although price is widely used as a common competitive tool,a single pricing strategy cannot effectively identify consumer segments or flexibly implement differential pricing.Coupons,as an effective tool for price regulation and channel coordination,can form a dual pricing mechanisms in conjunction with consumer price discrimination and market segmentation,in order to increase sales volume and expand market share by enhancing pricing flexibility,thus helping retail enterprises to maintain an advantageous position in the competition.This study can effectively guide retail enterprises to conduct omni-channel practices and enhance their competitiveness when facing various complex situations.Dual-channel and omni-channel retailers achieve differential pricing across different channels by distributin

关 键 词：双渠道 全渠道 优惠券投放 演化博弈 

分 类 号：F272.3[经济管理—企业管理]