基于需求不确定性的零售渠道整合动因研究

The Motivation of Retail Channel Integration based on Demand Uncertainty

在“新零售”背景下,消费者不确定性的显著提高,基于现代信息理论中信息熵的视角,着重分析零售渠道整合的原因以及如何进行渠道整合,提出了基于需求不确定性的零售渠道整合动因模型,证明了零售渠道的整合可以消除零售商和消费者双向不确定性,提高零售系统有序程度,有效降低交易费用,优化资源配置。

Under the background of new retail,consumer uncertainty increases significantly.Based on the perspective of information entropy in modern information theory,the study focuses on analyzing the reasons of retail channel integration and how to carry out channel integration,and puts forward a retail channel integration motivation model based on demand uncertainty,which proves that the integration of retail channel can eliminate the two-way uncertainty between retailers and consumers,improve the order of the retail system,effectively reduce transaction costs,and optimize the allocation of resources.