考虑Showrooms效应的供应链定价与渠道模式策略

Strategies of pricing and channel mode in a supply chain considering Showrooms effect

构建双渠道和线上到线下(O2O)两种模式下的供应链博弈模型,研究Showrooms效应影响下的供应链定价和渠道模式策略选择问题.研究结果表明:无论何种渠道模式,Showrooms效应和线下展厅服务使得制造商和零售商提高线上和线下渠道的零售价格;双渠道模式下制造商将降低批发价格,而O2O模式下制造商不一定降低批发价格.线下展厅服务和Showrooms效应可以增加线上、线下渠道和总需求量,实现零售商利润增加,零售商会提供线下展厅服务并愿意接受O2O模式.只有当Showrooms效应较小时,制造商选择O2O模式,此模式在大部分条件下可以提高供应链运作效率.因此,当Showrooms效应和线上渠道需求比例满足一定条件时,O2O模式是制造商和零售商的一致选择,从而实现由双渠道模式到O2O模式的成功转型.

This paper constructs the game models of a supply chain under the dual-channel and online to offline(O2O)modes,and studies the pricing and mode selection in a supply chain under the influence of Showrooms effect.The results show that:no matter what the channel mode is,offline Showrooms service and Showrooms effect make the manufacturer and retailer increase the retail prices of both online and offline channels.The manufacturer decreases the wholesale price under the dual-channel mode,while it does not necessarily reduce the wholesale price under the O2O mode.The offline Showrooms service and Showrooms effect increase the demand of online and offline channels,which can increase the retailer’s profit,thus the retailer would like to provide offline Showrooms service and accept the O2O mode.The manufacturer will also choose the O2O mode,when the Showrooms effect is negligible,which can improve the operation efficiency of a supply chain under most conditions.Therefore,when the Showrooms effect and the proportion of online channel demand meet certain conditions,the O2O mode is the consistent choice of the manufacturer and retailer,which realizes the successful transformation from dual-channel mode to the O2O mode.