展厅效应下考虑服务努力的制造商推荐策略研究

Research on Manufacturer’s Recommendation Strategy Considering Service Effort under the Showrooming Effect

考虑展厅效应和服务努力的双渠道结构中,利用博弈理论构建制造商推荐模型,探讨展厅效应对价格决策和服务努力的作用,以及服务类型对推荐策略的影响。研究表明:展厅效应会抑制线下服务努力,但制造商推荐线下渠道能通过引导消费者渠道迁移增加零售商利润,并促进服务努力投资;服务努力投资会提高线上零售价格,但制造商在事后服务努力中推荐线上渠道可能降低线下零售价格;零售商投资服务努力可能得到制造商的独家推荐,否则制造商的最优策略是同时推荐线上渠道和线下渠道。算例分析表明,制造商的最优推荐策略在多数情形中具有稳健性。

In the dual-channel structure considering the showroom effect and service effort,this study constructs a manufacturer recommendation model using game theory,and explores the role of the showroom effect on price decisions and service effort,and the impact of service type on recommendation strategies.The results show that the showroom effect can inhibit offline service effort,but manufacturers recommending offline channels can increase retailer profits by guiding consumer channel migration and promoting service effort investment.Investing in service effort increases online retail prices,but manufacturers recommending online channels in post-service effort may lower offline retail prices.The retailer’s investment in service effort may be exclusively recommended by the manufacturer,otherwise the manufacturer’s optimal strategy is to recommend both online and offline channels.Numerical example analysis shows that the manufacturer’s optimal recommendation strategy is robust in most cases.