摘要
O2O渠道是多渠道研究中融合线上交易与线下服务特点的销售新模式,它的加入将令多渠道的竞争与合作更具复杂性。本文归纳了O2O实体渠道的运作特点,构建了O2O实体渠道和网络渠道的分散决策模型,并根据顾客的渠道决策、服务水平、物流时间和出行成本等变量对渠道价格和利润的影响分析了双渠道的价格竞争与服务竞争方案。分析结果表明,依靠低价策略的O2O实体渠道存在生存危机,必须通过价格与服务的组合对策才能得到可持续发展,并从运营模式、选址、品类、定价等方面给出了决策建议。
In the research field of multi-channel supply chain, O2O channel is a brand new retailing mode which integrates both characteristics of online and offline channels. The appearance of O2O thoughts and trials makes the competition of multi-channel supply chain more complicated. This paper summarizes the operational characteristics of O2O store channel, constructs the decentralized decision-making model of O2O store channel and online channel, and analyzes both the price and service competition schemes for the dual channels based on the impacts on channel price and profits of variables such as customer＇s channel decision, service level, logistics time and travel cost. The results show that the survival of O2O store channel will be in a crisis when choosing a low-price strategy. Therefore, this paper suggests a price- service combined strategy for O2O store channel and provides suggestions for the aspects of operational mode, location, category selecting and price-service schemes.
出处
《上海管理科学》
2015年第2期30-37,共8页
Shanghai Management Science
关键词
O2O
渠道
价格
服务
竞争
O2O
Channel
Price
Service
Competition
