O2O模式下双渠道供应链定价与服务竞争策略研究

With the rapid development of internet, more and more firms choose to establish online sales channel, which attracts more consumers. However, the introduction of online channel imposes great impacts on the traditional retail channel, resulting in the intensified pricing conflict and service competition between the two channels. Thus, it is very necessary to consider the pricing and service strategies for the two channels. First, this project analyzes and summarizes the typical dual-channel supply chain operation modes as well as their advantage characteristics, and compares the optimal pricing, service strategy and firms’ profit under different operation modes. Second, from the perspective of consumer behavior, we construct a dual-channel supply chain pricing and service decision-making model. Third, incorporating the “free riding” behavior in dual-channels, we investigate the impact of showrooming phenomenon on the dual-channel supply chain’s equilibrium decisions and derive the equilibrium pricing, service and coordination strategies for both online and offline channels, respectively. Finally, considering return policies, we analyze the optimal return policies for each channel and study how the return policy affects the channel selection. Our project can not only achieve the theoretical innovation by combining operation and marketing management, but also provide practical effective methods to solve the dual-channel pricing conflict and service competition, which meets great needs of the dual-channel supply chain development with a very broad application.

互联网进入高速发展期，越来越多的企业开通网上销售渠道，网络消费逐渐受到消费者青睐。网上销售渠道的开通冲击了传统实体零售渠道，引起了两个渠道之间的定价冲突和服务竞争。在O2O模式下，研究双渠道供应链定价与服务竞争策略十分必要。本项目首先分析和归纳典型双渠道供应链运作模式及优势特性，比较不同运作模式下各渠道最优定价、服务策略与企业收益。其次，建立基于消费者行为的双渠道供应链定价与服务竞争决策模型。再次，针对双渠道中“搭便车”问题，构建基于展厅现象的双渠道供应链定价与服务竞争决策模型，提出各渠道最优定价、服务竞争及协调策略。最后，研究退货政策下双渠道供应链定价与服务竞争协同决策模型，提出各渠道最优退货策略，分析退货政策对不同渠道选择的影响。本项目既将运作与营销管理进行理论上融合创新，又能为解决双渠道定价冲突和服务竞争问题提供切实可行的有效方法，适应了双渠道供应链发展需要，有非常广阔的应用前景。

O2O模式被是一种线上营销、消费带动线下经营、消费或者线下营销、体验带动线上消费的线上与线下交互引导的销售模式。当线上渠道与线下渠道完全融合后，两种截然不同的渠道既有竞争也有合作，如何平衡双渠道的利益？如何顺应时代浪潮，在O2O模式下利用自身定价和服务竞争策略对双渠道供应链进行有效管理？这些对企业来说是一个非常具有挑战性的任务。本项目基于O2O的供应链环境，以“实体店+厂商直销”、“实体店+电商平台入驻”和“实体店+电商平台代销”的三种典型双渠道供应链模式为基础，研究比较实体店、厂商和电商如何选择合理的双渠道供应链模式成为我们研究的出发点和重点。在此基础上，寻找一种使得渠道收益最大化的供应链结构，考虑消费者行为、展厅效应和退货政策因素影响，探索一套全面、完善的O2O模式下双渠道供应链的定价与服务竞争策略为双渠道供应链优化的研究建立理论基础，为企业的渠道建设提供理论依据。