多渠道零售产品定价与交付的研究进展及展望

Research Progress and Prospects on Pricing and Delivery of Products in Multiple Channel Retailing

线上渠道或数字渠道(如移动网络、社交媒体)的出现加速了零售商业模式的转型,如何在多渠道零售下进行产品的定价与交付,以满足消费者的多元化需求,使零售商保持竞争优势是一个日益受到关注的研究主题。通过对多渠道零售产品定价与交付领域相关文献进行系统回顾,归纳了研究方法及其适用领域,分析了热点主题及主要的研究进展,有助于厘清多渠道零售产品定价与交付领域研究的发展趋势,为后续相关研究打下基础。

The transformation of retail business models has been accelerated in the presence of online or digital channels such as mobile network and social media.How to price and deliver products in multi-channel retailing to meet the diverse needs of consumers and maintain a competitive advantage for retailers is an increasingly important research topic.Through a systematic review of relevant literature on pricing and delivery of products in multiple channel retailing,the classification of research methodologies and their applicable fields are summarized,and hot topics and main research progress are analyzed.It is helpful to clarify the development trend of research on pricing and delivery of products in multiple channel retailing,laying the foundation for subsequent research on related issues.