考虑消费者渠道偏好的多渠道零售模式选择策略

Mode Selection in Multi-Channel Retailing Considering Consumer Channel Preference

随着线上线下多渠道零售的发展,如何根据消费者偏好选择最优的零售模式,成为零售商面临的决策难题.文章考虑消费者渠道偏好,分别研究了双渠道模式、展厅模式及线上下单线下提货,(BOPS)模式下零售商的最优定价和利润,并通过对比分析明确了零售商应如何根据消费者渠道偏好水平选择最优的零售模式.研究结果表明,随着消费者线上渠道偏好的增大,双渠道模式下零售商的最优利润先减后增,BOPS及展厅模式下的最优利润递增.当消费者线上渠道偏好较小或较大时,双渠道模式最优;当消费者线上渠道偏好适中时,BOPS模式和展厅模式利润更高;消费者线上渠道偏好越强,BOPS模式相较于展厅模式越具优势.在可以预见的未来,消费者线上渠道偏好仍会在一定范围内波动,展厅模式和BOPS模式可能更具优势,零售商可根据行业内展厅效应和引流效应等具体情况选择最优的零售模式.

This paper explores how retailers can choose the best retail mode for multi-channel retailing based on consumers'channel preferences.It compares the pricing and profit of a retailer under dual-channel,showrooming,and BOPS modes.Results show that as consumers'online channel preference increases,the optimal profit under dual-channel mode decreases then increases,while the optimal profit under BOPS and showrooming modes increases.Dual-channel is best when consumers'online channel preference is low or high enough,but BOPS and showrooming modes are more profitable for moderate online channel preference.BOPS has an advantage over showrooming as online channel preference increases.Showrooming and BOPS are expected to have more advantages as online channel preference continues to fluctuate.Our results suggest that retailers in specific industries can select the best model based on showrooming and drainage effects.