基于消费者体验行为的全渠道零售商实体店产品展示与服务供给策略研究

The prevalence of omni-channel retailing makes firms prone to fully integrate the online and offline channels in terms of information delivery and product fulfillment, which facilitates consumers’ seamless across-channel experience in information search, product purchase and fulfillment. Note that the online channel is unlimited in shelf space but limited in product information delivery, while the offline channel can deliver better shopping experience but is limited in shelf space. The omni-channel retailers are prone to enhance consumers’ experience in physical stores and encourage consumers’ purchase in the online store, which facilitates consumers’ information search in both intra-product showrooming and inter-product showrooming. The extant studies mainly focus on the integration of multi-channel product fulfillment, and ignore the integration of information delivery as well as the corresponding quantitative study. This project focuses the feature of omni-channel consumers’ showrooming behavior. By utilizing game theory, information economics, modelling and analytical study, this project considers the integration of multi-channel information delivery, and reveals the key factors that determine the information service provision in the physical stores. This project provides the omni-channel retailers’ optimal strategies of product assortment and service provision in the physical stores. Furthermore, firms’ strategies in the context of retail competition and supply chain cooperation are studied, respectively. This project is aimed at enriching and developing the theory of omni-channel retailing, and providing implications for firms’ omni-channel retailing practice.

全渠道零售的普及促使企业充分整合实体渠道和网络渠道的信息流、客流及物流，为消费者提供基于渠道间平滑、无缝转移的信息搜寻、产品购买和物流配送服务。由于网络渠道具有货架空间无限性及产品展示局限性，而实体渠道具有良好的展示服务能力但货架空间有限，零售商倾向于强化实体店体验功能并通过网络渠道销售更多产品，消费者信息搜寻则表现为同产品体验和跨产品体验并行的特点。既有研究主要关注异质性渠道的物流整合，忽视渠道间信息流整合与协同，更缺乏相应的定量研究。本项目基于全渠道消费者体验行为特性，综合运用博弈论、信息经济学及数理建模与优化等理论方法，从线上线下信息服务整合视角出发，揭示全渠道零售商实体店产品展示服务的影响因素及作用机制，构建店铺产品组合与服务供给的决策机制及最优策略，阐明不同商业环境下基于店铺展示服务的企业间竞争与协同策略及机制。丰富和发展全渠道零售理论，为企业决策提供科学依据。

网络零售、全渠道零售等业态的快速发展促使传统实体店进行运作模式（如产品展示、服务供给）的深刻变革。企业如何洞察全渠道消费者行为并在不同的市场结构下采取合理的实体店运作策略，成为全渠道零售和实体店转型领域的重要理论和实践问题。本项目通过调研和理论分析，揭示了全渠道消费者体验行为的新特征（同产品体验、跨产品体验）并构建消费者信息搜索和购买决策模型；基于消费者行为建模，系统性分析了全渠道零售商的实体店产品展示和服务供给策略，以及竞争环境和供应链环境下全渠道企业的产品展示和服务供给策略。研究成果包括：（1）基于线上线下信息服务的整合机制，构建全渠道零售商实体店产品展示和服务供给的最优策略；（2）基于竞争环境下的消费者体验行为特征，揭示供应链上游企业、供应链下游企业的竞争性产品展示和服务供给策略均衡，并阐明不同因素的影响机制及结果；（3）在全渠道供应链和平台供应链背景下，提出考虑供应链全局性影响的实体店产品展示和服务供给策略，并提出基于供应链协同的产品信息服务供给机制，改善消费者购物体验并提高企业利润。研究成果将为全渠道零售企业的实体店运营提供理论基础，并有助于电商平台、品牌制造商和全渠道零售商理解消费者体验行为和企业渠道互动机制，从而制定更加科学合理的营销和运营决策。