竞争环境下网络零售商线下渠道策略研究  

Optimal offline channel strategies of online retailers in a competitive market

作　　者：严帅[1] 孙燕红[1] 陈妍 YAN Shuai;SUN Yan-hong;CHEN Yan(SILC Business School,Shanghai University,Shanghai 201899,China;Xiangjiang Lab,School of Computer Science,Hunan University of Technology and Business,Changsha 410205,China)

机构地区：[1]上海大学悉尼工商学院,上海201899 [2]湖南工商大学计算机学院,长沙410205

出　　处：《管理科学学报》2024年第2期69-81,共13页Journal of Management Sciences in China

基　　金：国家自然科学基金资助项目(72002121,72031004,71671108,72171142)。

摘　　要：网络零售商是否选择开设线下渠道是其面临的重要决策问题.本文考虑竞争环境下网络零售商是否开设线下渠道问题,重点关注其是否开设线下展厅及是否提供产品销售策略.为此,首先分别考虑两个零售商不提供展厅策略、同时提供展厅策略、同时提供展厅策略并销售产品三种情形,并进一步考虑仅有一个零售商开设展厅策略的情形,建立相应的决策模型.研究发现:(1)零售商是否提供展厅策略与市场中具有较高旅行成本的消费者比例、市场竞争程度及展厅建设成本具有显著的关联性;(2)当零售商提供展厅策略时,其是否进行产品销售与线下渠道的消费者比例具有显著的关联性;(3)产品退货率高低与消费者交叉展厅行为对零售商是否提供展厅策略具有一定的影响.本文的研究对电商企业及网络零售商的渠道选择决策提供了科学的决策依据.Offline channel strategy is an important decision⁃making issue for online retailers.This paper exam⁃ines whether online retailers should offer offline channels,i.e.,offline showrooms,and if so,whether to sell products in the showrooms.To this end,this study considers three scenarios,i.e.,no retailers offering show⁃rooms,both offering showrooms,and both offering showrooms and simultaneously selling products;then the paper further considers an asymmetric case where only one retailer offers showrooms.Theoretical models for each scenario are developed to examine the optimal decisions and profits for both retailers.Our major findings are as follows.First,whether the online retailers should offer offline showrooms depends on the proportion of consumers bearing a high travel cost to the physical stores,market competitive degree and the construction cost of showrooms.Second,when both retailers offer offline showrooms,whether they sell products in the showro⁃oms relies on the proportion of consumers who buy the product at physical stores.Finally,product return rate and consumer cross⁃showrooming have significant effects on the channel strategy for both retailers.These find⁃ings provide an important guideline for online retailers to decide whether to offer offline channels.

关 键 词：网络零售商 竞争 线下渠道 展厅 

分 类 号：C93[经济管理—管理学] F273.2