展厅现象下考虑利他行为的O2O供应链动态运营策略

Dynamic Operational & Marketing Strategies of O2O Supply Chain Considering Altruistic Behavior under the Phenomenon of Showrooming

纳入消费者购物过程的展厅现象和参考质量效应,构建制造商、实体店和电商平台间的微分博弈模型,对比分析了集中、分散、利他3种决策模式下的制造商质量水平、实体店体验营销服务、电商平台大数据营销服务以及各企业绩效。研究发现:展厅现象会损害制造商和实体店的利润水平,也会因消费者参考质量效应影响电商平台的长远盈利能力,同时会使消费者所获产品和服务的性价比降低。为此,分别从战术上和战略上提出应对展厅现象的措施,以全方面提升供应链绩效,达成全渠道长久共赢。

Incorporating the phenomenon of showrooming and the reference quality effect inconsumers’shopping process,a differential game model between the manufacturer,brick-and-mortar store and e-commerce platform is constructed.And the manufacturer’s quality strategy,brick-and-mortar store’s experiential marketing service strategy and e-commerce platform’s big-data marketing service strategy as well as corporates’performance under the three modes of centralization,decentralization and altruism are solved and compared.The study findsthat the showrooming phenomenon will damage the profits of manufacturer and brick-and-mortar store,and will affect the long-term profitability of e-commerce platform due to consumers’reference quality effect.To this end,the countermeasures for showrooming phenomenon are proposed from the tactical and strategic levels so as to improve supply chain performance in all aspects and achieve all-channel win-win results.