O2O环境下服务提供商市场进入渠道策略研究

Research on the Marketing Entry Channel Strategy of Service Provider in O2O Environment

针对O2O背景下准备进入市场的新服务提供商,建立了新服务提供商与第三方平台的博弈模型,得到了服务提供商最优价格和渠道策略,并分析了不同佣金率、线上市场分配比例以及市场拓展率对服务提供商实体店价格以及最优渠道策略的影响。研究表明,当佣金率和市场拓展率均较低且线上市场分配比例处于中间水平时,服务提供商将以传统渠道策略进入市场,否则以O2O渠道策略进入市场;当渠道竞争强度和市场拓展率较低且线上市场分配比例较高时,服务提供商以传统渠道策略进入市场时的实体店价格更高,否则以O2O渠道策略进入市场时实体店价格更高。

This paper establishes the game model between the service provider who is prepared to enter the market and the third party platform to obtain the optimal channel strategy for the service provider. And then, it analyzes the impact of commission rate, online market allocation rate and market expansion rate on the optimal market entry channel strategy and price strategy. Results show that when the commission rate and market expansion rate are low and the online market allocation proportion is in the middle level, the service provider would adopt the traditional channel strategy to enter the market, otherwise the service provider would adopt the O2 O channel strategy. When the channel competition intensity and market expansion rate are low and the online market allocation proportion is high, the price of physical store in traditional channel strategy is higher than that of O2 O channel strategy, otherwise, the price that in O2 O channel strategy are higher.