网络商店与社区便利店的商品虚拟展示合作研究

Cooperation between Convenience Store and E-tailer based on Product Diversity

基于消费者效用理论,考虑网络商店在社区便利店内虚拟展示商品,实施商品种类合作的策略,分析了虚拟展示合作对双方决策以及市场均衡和利润的影响。研究结果表明,虚拟展示增加了社区便利店的商品多样性,促进了零售价格的增长,但虚拟展示商品和社区便利店内实物商品的竞争导致社区便利店利润降低,使得社区便利店缺乏主动参与合作的动机。基于纳什讨价还价模型,构建了基于平均主义的利润分成协调机制,实现了社区便利店和网络商店的商品虚拟展示合作,改善了参与双方的利润。

The wide application of mobile Internet enables consumers to shop seamlessly through Omni-channel including mortar-and-brick,virtual store and information media.Although the online store has provided the rich commodity choice for the consumer,it is difficult to attract the consumer flow.How to further strengthen the bonds between online stores and customers,attract consumers to recognize online stores and implement purchase behaviors,are important issues faced by online stores.On the other side,the product category of convenience store often cannot meet the diverse needs of consumers which causes consumers loss.Therefore,we aim to combine online store’s and convenience store’s advantages to find an optimal solution for both sides.In this paper,a stylized model is developed,where cooperation of product diversity based on consumer utility theory under the condition that E-tailer display virtually products in the convenience store is proposed.The influence of virtual display cooperation on retailers’decision making,market equilibrium and profits is analyzed.The results show that product diversity has a positive effect on the price,but virtual display products competes with the products in the store fiercely,resulting profits loss of convenience store.Thus,there is no natural possibility of cooperation between network store and convenience store.Hence,it is found a profit sharing coordination mechanism with Nash bargaining model to improve the profits of both retailers.In this average distribution mechanism,both stores increase the same profit as before the cooperation.Finally,the numerical simulation shows the intuitive managerial insights of the above conclusions.