展厅现象下实体零售商数字化创新研究  

Research on Digital Innovation of Brick-and-Mortar Retailers under Showrooming

作　　者：任政坤 张运环 李新宇 葛泽慧[1,2] REN Zhengkun;ZHANG Yunhuan;LI Xinyu;GE Zehui(School of Economics and Management,University of Science and Technology Beijing,Beijing 100083,China;The Institute of Low Carbon Operations Strategy for Beijing Enterprises,Beijing 100083,China)

机构地区：[1]北京科技大学经济管理学院,北京100083 [2]北京企业低碳运营战略研究基地,北京100083

出　　处：《工业工程与管理》2023年第6期174-192,共19页Industrial Engineering and Management

基　　金：国家自然科学基金资助项目(71871016,71871017);北京市社会科学基金(18JDGLB033)。

摘　　要：展厅现象对实体零售商是不利的。数字化创新为实体零售商带来新需求的同时也对消费者的在线渠道偏好产生了影响,故是否能作为应对展厅现象的策略有待探究。本文构建了展厅现象下单个实体零售商和在线零售商的双寡头博弈模型,研究了展厅现象下实体零售商的数字化创新决策。通过定量分析,得出以下结论:实体零售商的数字化创新对零售商都是有益的,明显减小了展厅现象发生的区域;当实体零售商选择创新之后,数字化程度较高时,展厅现象的出现对实体零售商有利,并且数字化程度越高,利润增加越大;展厅现象的出现对在线零售商是不利的,数字化程度的提高能够抑制这种影响;当数字化成本较高时,提高价格反而使实体店利润下降,在线渠道利润上升,实体店只能通过降低运营成本来保证利润上升。The showrooming can adversely affect brick-and-mortar(BM)retailers.The digital innovation brings new demands to BM retailers and influences consumers'online channel preference.Whether it can be used as a strategy to deal with the showrooming needs to be explored.Therefore,a duopoly game model of a BM retailer and an online retailer was proposed to research the digital innovation decisions of BM retailers under the showrooming.The following conclusions are drawn.First,the digital innovation of BM retailers is beneficial to both BM and online retailers,reducing the area of the showrooming significantly.Second,when BM retailers choose to innovate,the showrooming is beneficial to BM retailers.When digitalization is relatively high,the higher the digitalization,the greater the increase in profits.While it is bad for online retailers,the increased digitization can dampen the negative effects.Third,when the cost of digitalization is high,increasing the price will reduce the profit of BM retailers,but increase the profit of online retailers.The BM retailers can only improve profits by reducing operating costs.

关 键 词：数字化 零售商创新 展厅现象 零售商竞争 

分 类 号：F272[经济管理—企业管理] O225[经济管理—国民经济]