从线上到线下: 供应商渠道拓展策略研究

From online to offline:A supplier’s channel development strategy

许多曾经专注于线上销售的企业纷纷考虑向线下拓展,其可能的拓展策略包括:不开设线下渠道、线下直销、线下分销.通过构建斯塔克伯格博弈模型,研究一个仅通过电商平台线上销售的供应商从线上渠道向线下渠道拓展的策略,并提出在不同线上销售模式、不同消费者渠道偏好及不同渠道销售成本下,供应商的最优线下渠道拓展策略及定价决策.研究发现:无论何种情况下,供应商都应拓展线下渠道.但现有的线上销售模式会对线下拓展策略产生决定性影响.若现有线上销售模式为直销,则供应商最优策略总是线下直销;若现有线上销售模式为分销,当线上渠道销售成本较高或线上、线下渠道销售成本均较低时,供应商最优策略是线下直销;当线上销售成本较低而线下销售成本较高时,供应商最优策略是线下分销.

Various companies that once focused on online sales channels have considered expanding offline channels.In particular,their possible channel development strategies include no offline,direct,or indirect offline channels.By constructing a Stackelberg model,we study the offline channel development strategy of a supplier who only sells online through an e-commerce platform.As a result,we obtain the supplier’s optimal offline channel development strategy and corresponding pricing decisions by comprehensively considering different online sales modes,consumer preferences about different channels,and sales costs in different channels.The findings show that the supplier should always extend the offline channel.In addition,the supplier’s existing online sales mode vigorously influences his offline development strategy.Specifically,the supplier’s optimal strategy is always developing the offline direct channel if the existing online sales model is direct sales.Alternatively,if the existing online model is indirect sales,his offline development strategy depends on the sales costs of different channels.When the sales cost of the online channel is higher,or the online and offline channel sales costs are both lower,the supplier’s optimal strategy is offline direct sales.However,when the sales cost of the online channel is low,and the sales cost of the offline channel is high,the supplier’s optimal strategy is offline indirect sales.