搭便车行为影响下全渠道广告及协调策略  

Advertising and Coordination Strategy of Omnichannel with the Effect of Free-riding Behavior

作　　者：胡娇 李莉[2] 朱星圳 杨文胜[2] HU Jiao;LI Li;ZHU Xingzhen;YANG Wensheng(College of Economics&Management,China Three Gorges University,Yichang 443002,China;School of Economics&Management,Nanjing University of Science&Technology,Nanjing 210094,China;Business School,Yangzhou University,Yangzhou 225127,China)

机构地区：[1]三峡大学经济与管理学院,湖北宜昌443002 [2]南京理工大学经济管理学院,江苏南京210094 [3]扬州大学商学院,江苏扬州225127

出　　处：《运筹与管理》2024年第10期232-239,共8页Operations Research and Management Science

基　　金：湖北省教育厅科学研究计划青年人才项目(Q20231209);国家自然科学基金面上项目(71771122)。

摘　　要：考虑全渠道广告营销存在消费者搭便车现象,本文基于线上与线下零售商合作提供BOPS(Buy Online and Pick up in Sore)服务的全渠道零售系统,探讨存在消费者搭便车行为影响的全渠道广告投放与协调问题。通过对比分散决策下的最优广告与定价策略,以集中决策下的最优广告与价格策略为基准,提出了基于BOPS的全渠道两部收益协调决策模型,并对模型进行数值算例。研究发现:(1)集中决策下,当消费者对线上渠道偏好较大(较小)时,随着消费者搭便车比例的增加,全渠道应提高(降低)线上与线下产品价格,并加大(降低)线下广告的投放力度;(2)集中决策下全渠道总利润高于分散决策的全渠道利润之和,分散决策模式并不能实现全渠道利润协调;(3)通过两部收益协调机制可实现线上、线下零售商的利润均高于分散决策时的利润,并能使全渠道总利润达到集中决策的利润水平,实现双赢的效果。研究结果可为存在搭便车行为影响的全渠道零售商广告及协调决策提供了理论指导建议。In the omnichannel marketing process,offline retailers carry out advertising campaigns to attract new consumers into the market,and there is a free-rider phenomenon among some consumers in the new consumer market,who will choose to buy online or buy online and pick up in-store(BOPS)channels after being informed of product advertising campaigns offline.However,this phenomenon inevitably leads to the loss of offline consumers and wasting the advertising cost of offline retailers.Therefore,considering the influence of consumer free-riding behavior,how to make effective advertising and pricing strategies to achieve omnichannel revenue coordination is a critical issue in current omnichannel marketing decisions.The existing research on omnichannel advertising and coordination strategies that consider the effect of free-riding behavior is still lacking.In addition,research on omnichannel has mainly focused on omnichannel business operated by a single retailer;or a multi-entity cooperative structure formed by the manufacturer opening an online platform and the retailer opening an offline store.But in practice,online platforms such as JD and Tmall Supermarket often cooperate with offline physical stores to provide omnichannel services.There is a less exploration of omnichannel coordination strategies by which online and offline retailers cooperate horizontally to provide BOPS services.Therefore,this paper explores the issue of omnichannel advertising and coordination based on the omnichannel retail system in which online and offline retailers cooperate to provide BOPS service.We first consider the influence of consumers’free-riding behavior on the market demand of online,offline,and BOPS channels,and construct the advertising and pricing decision models of the online and offline retailers in the centralized and decentralized decision modes respectively.By comparing the optimal advertising and pricing strategies under decentralized decision-making,this paper takes the optimal strategies under centralized decision-making

关 键 词：搭便车行为 广告营销 两部收益协调机制 全渠道 

分 类 号：F272[经济管理—企业管理]