消费者跨渠道搜索行为下全渠道零售商的定价和产品摆放策略研究

Due to the development of the internet, the retailing has changed. By means of cross-channel searching, consumers can know about the product and compare the prices before purchasing. Consequently, retailers have devised omni-channel strategies to improve the revenue. Based on the theories such as the omni-channel retailing, game theory and utility theory, this project jointly optimizes the pricing and placement strategies for the omni-channel retailer by considering the showrooming and webrooming under four types of market structures which include one omni-channel retailer, one omni-channel retailer and one pure online retailer, one omni-channel retailer and one pure offline retailer, and two omni-channel retailers. Resorting to optimization theory and numerical analysis, theoretically, this project aims to disclose the mechanism and relationship between the cross-channel searching and the strategies of pricing and placement. Furthermore, we study how to design the optimal pricing and placement strategies for the omni-channel retailer to attract the showrooming customers buying the products from its offline channel and the webrooming customers buying the products from its online channel. We hope this project can advance the practical knowledge of channel management, which can accelerate the development of the retailing and improve the competitive power.

互联网的发展为零售业带来变革，消费者在购买产品前通过跨渠道搜索行为了解产品信息，对比价格。因此，零售商逐渐向全渠道经营模式转变，以提高收益。本项目以全渠道零售商管理、博弈论、效用理论为基础，考虑先逛店后线上购买和先上网后线下购买两种购买方式，构建单全渠道零售商、单全渠道零售商和纯线上零售商、单全渠道零售商和纯线下零售商以及两个全渠道零售商等四种市场结构下零售商的定价和产品摆放决策模型，并运用优化理论和数值模拟分析等方法，从理论上揭示消费者跨渠道搜索行为对零售商定价和产品摆放决策的作用机理和相互关系。并以此为基础，进一步研究全渠道零售商如何设计最优产品定价和摆放策略，吸引先逛店后线上购买的消费者在自有线上渠道购买以及先上网后线下购买的消费者在自有的线下渠道购买。本项目的实施能够一定程度上丰富和拓展现有关于零售商的渠道管理理论，为促进我国零售业的蓬勃发展，提升整体竞争力提供有价值的理论指导。

随着网络的发展，消费者购买产品的渠道发生了重大变化，网上购物已成为消费者购买产品的重要渠道。鉴于此，本项目首先考虑消费者在不同渠道间的购买行为，构建博弈模型，揭示先逛店后线上购买以及先上网后线下购买的消费者对零售商定价决策的影响。研究表明，消费者先逛店后线上购买的行为未必使线上零售商受益而损害线下零售商；同样的，消费者先上网后线下购买的行为也未必使线下零售商受益而损害线上零售商。为了吸引消费者，零售商往往在各个渠道发布众多产品信息，但这些信息的真实性无法得到保证，而消费者搜索并验证产品信息的成本较高，因此，本项目接着研究零售商如何借助新技术确保信息的真实性以及在此条件下，零售商最佳信息披露策略和产品的定价策略。研究表明，新技术的成本是一个非常重要的因素，它会使零售商选择向市场披露多少真实信息。而且，采用新技术后，市场中真实信息的总量可能低于不采用新技术时的信息总量。为了吸引更多的消费者购买产品，线上零售商往往提供运费险服务，该服务以被众多全渠道零售商普遍采纳。研究表明，运费险虽然增加了零售商的成本，但运费险未必使零售商受损，特别的，运费险未必一定使消费者获益。上述研究得到的结论为进一步理解在全渠道背景下，零售商的定价决策提供了有益的补充和参考，从而也丰富了供应链管理理论。