基于混合策略均衡下传统零售商购物体验的竞争

Competition of Traditional Retailer Shopping Experience Based on Hybrid Strategy Equilibrium

这篇文章分析了随着搜索成本的产生,零售商购物体验作为竞争手段所起的作用。我们研究了提供购物体验上有优势的零售商是如何影响它的均衡定价和价格广告策略的。购物体验对利润的影响取决购物体验水平:对于低购物体验水平,对利润的影响取决于零售商之间购物体验水平的差异,但是对于足够高的购物体验水平,它仅仅取决于零售商的购物体验水平是否高于竞争对手。在这种情况下,即使不同零售商购物体验水平之间再小的差异,也能到导致较大利润差异。

This paper analyzes the role of retailer shopping experience as a means of competition as search costs emerge. We examined how retailers that provide the advantages of a shopping experience can influence its balanced pricing and price advertising strategy. The Impact of Shopping Experience on Profit Depends on Shopping Experience Level : For low shopping experience levels, the impact on profit depends on the level of shopping experience among retailers, but for a sufficiently high level of shopping experience it depends only on the retailer's shopping Whether the level of experience higher than competitors. In this case, even a small difference between the levels of retail shopping experiences can lead to large profit margins.