全渠道零售商的定价策略与渠道协调机制研究

In order to increase sales through strengthening the consumption experience, breaking through the limitation of single channel and adopting the omni-channel operation will become the retailer’s future inevitable choice. Some questions including how to devise the fulfillment strategy to satisfy the consumer’s various service demand among different channels, how to avoid that the price difference among channels will weaken the consumption experience and how to coordinate the benefit balance among channels because of consumer channel migration are the key questions for the success of omni-channel operation. According to the route “The consumer chooses the purchase model under the omni-channel environment --> The omni-channel retailer decides the fulfillment strategy --> The omni-channel retailer sets the reasonable pricing strategy --> The omni-channel retailer devises one efficient channel coordination strategy”, the project will adopt the method made up of theoretical study and empirical analysis to study the of the omni-channel retailer’s decision problem. Firstly, the project will study the omni-channel retailer’s fulfillment strategy based on the analysis of the consumer purchase model. Then, the project will apply the cooperation game theory to discuss the omni-channel retailer’s pricing strategy. Thereafter, the project will study the omni-channel retailer’s channel coordination mechanism from the view of power-benefit balance when it faces multiple channel conflict. Finally, the project will develop some empirical models and collect the data in Chinese market to demonstrate the omni-channel retailer’s decision problem, and also propose some managerial suggestions.

为强化消费者购物体验实现销售增长，突破单一渠道的局限，整合线上和线下渠道的全渠道运作将成为零售商未来的必然选择。在全渠道运作中，如何制定合理的订单实现策略以满足顾客在不同渠道间的多样化服务需求、如何避免渠道间价格差异弱化顾客的购物体验、如何协调顾客迁移所产生的渠道间利益平衡是确保其成功的关键问题。本项目将围绕“全渠道环境下的消费者购物方式选择全渠道零售商制定订单实现策略设定合理的价格策略设计有效的渠道协调策略”的思路，采用理论研究和实证检验相结合的方法，对全渠道零售商的决策问题进行研究。项目首先在全渠道环境下消费者购物方式选择的分析基础上，研究全渠道零售商的订单实现策略；接着，运用合作博弈理论探讨全渠道零售商的定价策略；然后，面对渠道冲突，项目将从权力-收益均衡视角研究全渠道零售商的渠道协调机制；最后，开发检验模型、并采集国内市场数据对全渠道零售商进行实证分析，提出相应的管理启示。

为强化消费者购物体验实现销售增长，突破单一渠道的局限，整合线上和线下渠道的全渠道运作将成为零售商未来的必然选择。在全渠道运作中，如何制定合理的订单实现策略以满足顾客在不同渠道间的多样化服务需求、如何避免渠道间价格差异弱化顾客的购物体验、如何协调顾客迁移所产生的渠道间利益平衡是确保其成功的关键问题。本项目围绕“全渠道环境下的消费者购物方式选择全渠道零售商制定订单实现策略设定合理的价格策略设计有效的渠道协调策略”的思路，采用理论研究和实证检验相结合的方法，对全渠道零售商的决策问题进行研究。项目首先在全渠道环境下消费者购物方式选择的分析基础上，研究全渠道零售商的订单实现策略；接着，运用合作博弈理论探讨全渠道零售商的定价策略；然后，面对渠道冲突，项目将从权力-收益均衡视角研究全渠道零售商的渠道协调机制；最后，开发检验模型、并采集国内市场数据对全渠道零售商进行实证分析，提出相应的管理启示。