O2O本地生活服务类企业的双渠道定价策略分析

Research on the Dual Channel Pricing Strategy of Enterprise's O2O Local Life Service

在本地生活服务类企业受到互联网电子商务严重冲击的背景下,O2O是此类企业进一步发展的一种新形式。因此,需研究新渠道与传统渠道共同作用下,各个渠道应如何进行定价。结合新型移动商务环境下相较于传统零售方式所新增的So Lo Mo的特点,总结出消费者双渠道选择过程中的效用函数。通过数学建模的方法,定量的求解出双渠道的均衡价格。其中,价格越低的商品,越适合开展O2O。而随着移动互联网普及率的不断提高,开展O2O不仅提升线下渠道的利润,其线上渠道的利润亦不断提升。

Nowadays,the local life service enterprises suffer the serious impact of Internet e-commerce.O2O as a new form occurs for further development.It is important to research on the dual channel pricing strategy in the background of the interaction of the new channel and traditional channel.We find out the characteristic of the new channel-SoLoMo and determine the utility functions.Through the method of mathematical modeling,we solve the equilibrium price of double channel.We find that the lower the price of commodities,the more suitable for O2O.It is not only improves the off-line’s profit but also the on-line’s profit when the mobile internet penetration rate increases.