新零售模式下零售商服务水平对双渠道定价策略的影响分析

Analysis of the Effect of Retailer Service Level on Dual Channel Pricing Strategy in New Retail

新零售实现在线销售平台和实体零售店面在商业维度上的优化升级,提高了消费者的购物体验,而对于双渠道零售商而言,实现双渠道共赢局面,服务水平与销售价格的平衡成为首要问题。文章构建由单一零售商控制的双渠道销售模型,探寻不同渠道的服务水平对各渠道价格策略的作用机制。分析发现,零售商不同渠道的服务水平对各渠道价格的影响随市场类型和决策模式而变化,并且存在临界值,服务水平变化对需求产生影响进而影响零售商运营效益。

New retail realizes the optimization and upgrading of online sales platform and physical retail store in the commercial dimension, which improves the shopping experience of consumers. For the two-channel retailers, realizing the winwin situation of the two-channel, the balance between service level and sales price becomes the primary issue. This paper builds a dual-channel sales model controlled by a single re-tailer, explores the mechanism of the effect of different channels' service level on each channel's pricing strategy, and verifies and analyzes the conclusions through mathematical statistics and MATLAB calculation examples. The results show that the influence of the service level of different channels on the price of each channel varies with the market type and decision-making mode, and there is a critical value, and the change of service level has an impact on the demand, which then influences the operation efficiency of the retailer.