不同主导权下线上零售商定价与O2O渠道策略研究

Pricing Policies and Offline to Online Channel Strategics Under Different Supply Chain Power Structures

随着消费水平的提高和消费观念的转变，越来越多的线上零售商引入线下体验渠道，将线下体验与线上零售相结合，以改善消费者购物体验、降低产品退货率．文章针对由一个制造商和一个线上零售商组成的供应链，考虑线上零售商向消费者提供退款保证服务，并引入线下体验渠道为消费者提供线下的产品体验，建立了单渠道策略和O2O渠道策略下的供应链权力结构博弈模型，研究了退款保证、不同主导权以及体验渠道的引入对供应链均衡和消费者剩余的影响．研究结果表明，退款保证会导致制造商、零售商以及供应链系统利润的损失，消费者也有可能需要为此支付一定的溢价；体验渠道的引入能够有效提升供应双方和供应链系统的利润以及消费者剩余；供应双方不同主导权并不会对供应链系统利润和消费者剩余产生影响，仅导致利润在供应链系统内部的重新分配．

As consumption levels raise and consumption patterns change, to improve the consumption experience level and to reduce the product return rates, the offline to online mode has been widely adopted by many online retailers. This paper analyzes the pricing policies and ofiCline to online （O2O） channel strategies under money-back guarantees, within a supply chain that consists of an online retailer and a manufac- turer. Two benchmark models in single-channel and in O2O channel scenarios are established, respectively. Moreover, the impact of the money-back guarantees, the O2O channel and the showroom on supply chain equilibriums and consumer surplus is analyzed. The results show that, the money-back guarantees strategy can decrease the profits of the manufacturer, the retailer and the supply chain system. The in- troduction of showroom can effectively increase the supply chain members and the supply chain system＇s profit and the consumer surplus. Moreover, the different power structures between the manufacturer and the retailer plays no role on the profits of the whole supply chain and consumer surplus.