考虑消费者社会学习效应的制造商体验店策略选择  

Strategy selection of manufacturer’s experience store with the effect of consumer social learning

作　　者：张蓓 薛木森 Zhang Bei;Xue Musen(Management School,Tianjin Normal University,Tianjin 300387,China)

机构地区：[1]天津师范大学管理学院,天津300387

出　　处：《系统工程学报》2024年第5期753-766,共14页Journal of Systems Engineering

基　　金：国家自然科学基金资助项目(72001159).

摘　　要：在制造商是否应开设体验店的决策中引入消费者对产品质量的社会学习效应,分别构建了只在传统零售渠道销售产品、只开设体验店销售产品以及在传统零售渠道和体验店双渠道销售产品3种情形下的博弈模型,通过对比分析3种渠道策略下供应链成员的定价决策、利润以及消费者剩余,对制造商体验店渠道策略的影响进行了考察,并进一步得到制造商开设体验店的条件.结果表明,当且仅当消费者因体验产品而更新的对产品质量的不确定估计满足一定条件时,制造商才会开设体验店;制造商开设体验店并不一定会损害零售商的利润,零售商甚至可以在一定条件下获益于制造商体验店的开设,实现制造商和零售商双赢的局面;传统零售渠道和体验店渠道的消费者剩余随消费者体验后对产品质量的判断、质量感知可信度呈现出相反的变化趋势.Considering consumers’social learning on product quality,this paper studies whether the manufac-turer should open experience stores by applying the game theory under three scenarios(the traditional retail channel only,the experience store only,and the dual channels),respectively.By comparing and analyzing pric-ing decisions,profits and consumer surplus under the three channel strategies,the effect of the manufacturer’s experience store is examined.Furthermore,the conditions where the manufacturer will open experience stores can be obtained.The results show that the manufacturer will open experience stores only when consumers’up-dated,uncertain valuation of product quality meets certain conditions.Additionally,opening experience stores does not necessarily damage the retailer’s profit.The retailer can even benefit from experience stores under certain conditions,thus achieving a win-win situation.Consumer surplus in the traditional retail channel and the experience store shows an opposite trend with respect to the valence of experience and perceived credibility.

关 键 词：社会学习 体验店 产品质量 渠道选择 

分 类 号：TP273[自动化与计算机技术—检测技术与自动化装置]