O2O模式下的零售商双渠道促销策略研究
首发时间:2016-03-11
摘要:区别于传统的渠道价格竞争模式,O2O(Online to Offline)模式下的零售商往往采取的是双渠道同价模式。因此,线上线下的联合促销策略成为零售商盈利的关键因素。通过建立同价与促销努力水平相关需求模型,求解出集中决策和分散决策下的零售商最优价格、促销努力水平和供应链利润,并与未促销情形进行对比,结果表明促销因子在一定取值范围内,零售商做促销时能使双方利润增加。此外,为了协调促销影响下的供应链,本文中采用了促销成本分担机制。研究表明,促销成本分担机制能够增加供应链的整体利润,从而实现了供应链的协调。
关键词: O2O 零售商双渠道 促销努力水平 促销成本分担 供应链协调
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A Study on Retailers Double Channel Sales Promotion Strategy Based on O2O Business Mode
Abstract:Different from taditional price competition between channels, the retailers running with O2O(Online to Offline) business mode are apt to adopt the same price tactic in the two channels. Therefore, a combination of online and offline sales promotion strategy becoming the key factor of retailers' profiting process. By establishing and solving demand models with consideration of the relatinship between price and sales promotion effort level, we find the retailers optimal price, promotion effort level, and supply chain profit, under the situations of centralized decision-making and decentralized decision making, respectively. Then, we compared the solutions between the situations of with promotion and without promotion. The results shows that when the promotion factor fall into a certain scope, the retailers' promotion activity can increase the profit. Furthermore, in order to coordinate the supply chain under the influence of the promotion, sales promotion cost sharing mechanism is adopted in this paper. Research shows that promotion cost sharing mechanism can increase the overall profit of the supply chain, so as to realize the coordination of the supply chain.
Keywords: O2O Retailers double channels Promotional effort level Sales promotion cost sharing Supply chain coordination
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No.4679672109031214****
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