全渠道背景下传统电商线下渠道模式研究

Research on the Offline Channel Mode of Traditional E-commerce under the Omni-channel Background

移动互联网的快速普及带来了电商的高速发展,但同时,难以提供购物体验且运营成本并不低等问题正在限制传统电商的发展。文章基于全渠道背景,利用消费者效用函数建立开设体验店和直营店前后的利润模型,对比分析开设两种线下渠道模式对传统电商定价、需求量和退货量的影响,并从线下渠道设施固定成本、线上退货逆向物流成本、线上退货不便利成本、产品匹配率四个角度探讨传统电商两种线下渠道模式体验店和直营店的开设条件。

The rapid popularization of the mobile Internet has brought about the rapid development of e-commerce,but at the same time,problems such as difficulty in providing a shopping experience and low operating costs are restricting the development of traditional e-commerce.Based on the omni-channel background,this article uses the consumer utility function to establish a profit model before and after the opening of experience stores and directly-operated stores,and compares and analyzes the impact of opening two offline channel models on traditional e-commerce pricing,demand and returns.It also discusses the conditions for the establishment of two offline channel model experience stores and direct-operated stores of traditional e-commerce from four perspectives:fixed cost of offline channel facilities,reverse logistics cost of online returns,inconvenient cost of online returns,and product matching rate.