产品品牌差异化与多渠道零售商双渠道绩效研究

Product Brand Differentiation and Dual-Channel Store Performances of a Multi-Channel Retailer

本文的研究目的是帮助业务经理在线上和传统零售渠道中找到最优的品牌策略以及市场结构,从而实现渠道利润最大化。我们采取博弈模型来进行研究,通过分析表明双渠道模式中存在最优的品牌策略和市场结构,当零售商利用双渠道模式销售相同产品时,最优的品牌策略是双渠道零售商的产品存在较大的品牌差异性,特别是消费者对价格的敏感度较低以及市场规模较大时。此外,该研究还发现,当两个产品品牌差异化较小时,最优的市场结构是斯塔克伯格模式。

The purpose of this paper is to provide a framework to help business marketers with online and traditional retail channels to find the optimal branding strategy and market structure in order to maximize their profits. We use a game-theoretic model to research,the paper demonstrates that an optimal branding strategy exists for dual-channel. When a retailer uses multiple channels on parallel to sell its product,the optimal strategy is to employ as large as possible brand differentiation between the dual-channel stores,particularly when the price is less sensitive for consumer and the markets base is larger. Furthermore,it is also found that the optimal market structure is the Stackelberg mode,especially when the product brands between the two channels are less differentiated.