存在产品质量差异的全渠道销售策略研究

The omni-channel sales strategy with consideration of differences in product quality

针对全渠道发展现状,构建存在产品质量差异的竞争电子商务零售商销售策略模型,运用博弈理论得出市场最优价格、质量水平及线下投资决策并分析均衡结果的相互关系,比较不同销售模式的利润差异并给出零售商开设线下体验店的条件.结果表明,相对高质量产品而言,低质量产品开辟线下体验店的条件更低;较高的顾客匹配概率会增加两产品的线下竞争;低(高)顾客匹配概率情况下,高质量产品的质量与线下投资同(反)向变动,而低质量产品的质量与线下投资反(同)向变动.

Considering the current development of the omni-channel retailing,this paper models the competitive e-retailers’marketing strategy with consideration of differences in product quality.Then,this paper gives the optimum price,quality,offline investment by use of game theory,and analyzes the interrelationship between equilibria.Furthermore,this paper compares the profits of different marketing strategies and puts forward the condition where retailers should enter into the omni-channel retailing industry.The results show that,compared with the high-end product,low-end products have a lower threshold to set up an experience store.Moreover,a higher customer matching rate can intensify product competition in offline markets.In addition,when customer matching rate is low(high),the quality and offline investment of the high-end product change in the same(reverse)direction,but the quality and offline investment of the low-end product move in the reverse(same)direction.