考虑等待时间的全渠道服务商定价与时间策略研究

With the development of the integration of online channel and offline channel, O2O mode has become the mainstream mode of Omni-channel in the new retail era, and extended gradually from the retail industry to the service industry. The major problems which need to be addressed for service providers are how to utilize the tools of price and time in an integrated manner to make their operation strategies more effective, based on consumer's channel selection behavior. Thus, this project focuses on the service providers’ pricing and timing strategies based on a time perspective under O2O mode. This project takes a monopoly service provider as the research object. From the consumer utility theory, the consumer’s utility model and the service provider’s profits model are built based on the time perspective. On this basic, the project will solve the following three questions: (1) How to price the identical service product discriminately between the online and offline channels under O2O mode? (2) How to operate the timing strategies between the two channels under O2O mode? (3) How to allocate the limited capacity between the two channels under O2O mode? Finally, the empirical method is employed to verify and test the theoretical research results. Unlike the previous researches, this project regards the waiting time as a new key factor which affects the consumer channel choice behavior. This project expounds the consumer’s channel choice in a fresh way, and broadens the connotation and the extension of the consumer's channel selection theory. What’s more, capacity allocation is creatively introduced into the Omni-channel environment. The optimal capacity allocation strategy of the service provider with limited capacity, which improves the operation efficiency of the service provider, has great practical significance, and promotes the development of research on capacity allocation theory.

随着线上和线下渠道融合的推进，全渠道O2O模式已成为新零售时代的主流模式，并逐步从零售业延伸到服务业。根据消费者的渠道选择行为，服务商如何对不同渠道中服务的价格和等待时间进行调控，成为服务商亟需解决的问题。本课题从等待时间的视角切入，围绕O2O模式下服务商的价格和时间决策进行深入研究。课题选取单个垄断全渠道O2O模式服务商为研究对象，从消费者效用理论出发，构建基于等待时间的消费者效用模型以及服务商利润模型，探讨服务商的价格和时间决策以及服务商有限服务能力在渠道间的分配策略，最后用实证的方法对理论研究的结果进行验证。本课题首次将等待时间作为影响渠道选择的关键因素，从全新的视角阐述了消费者渠道选择的原因，拓宽了消费者渠道选择理论的内涵和外延；本课题开创性地将产能分配引入到全渠道环境，服务商有限产能的优化分配策略，对提高服务商的市场运营效率，具有重大的现实意义，推进了产能分配理论研究的发展。

随着线上和线下渠道融合的推进，全渠道O2O模式逐步从零售业延伸到服务业。其中一个重要问题是，服务商如何根据消费者的渠道选择行为对不同渠道中服务的价格和等待时间进行调控。本课题聚焦全渠道服务商定价与时间策略，将等待时间作为影响全渠道策略的关键因素，选取单个垄断全渠道O2O模式服务商为研究对象，从消费者效用理论出发，构建基于等待时间的消费者效用模型以及服务商利润模型，探讨服务商的价格和时间决策以及服务商有限服务能力在渠道间的分配策略，最后用实证的方法对理论研究的结果进行验证。本课题第一个贡献是首次将等待时间作为影响渠道选择的关键因素进行研究。例如，本课题首次探讨基于消费者时间偏好的预售时间策略、考虑消费者渠道偏好的具有风险规避零售商的双渠道供应链定价策略、多渠道医疗门诊挂号的时间策略、公平视角下全渠道服务商定价和服务能力分配策略，本课题从全新的视角阐述了消费者渠道选择的原因，开创性地将产能分配引入到全渠道环境、服务商有限产能的优化分配策略，对提高服务商的市场运营效率，具有重大的现实意义，推进了产能分配理论研究的发展，拓宽了消费者渠道选择理论的内涵和外延。本课题另外一个贡献是从多个角度进行企业质量决策和虚假质量信息研究，并延伸到基于网络外部性和质量差异化的产品定价、考虑额外营销和惩罚成本的垄断企业虚假质量信息研究以及基于垂直产品差异化的垄断企业虚假质量策略研究，丰富了企业虚假质量信息和质量差异化决策相关研究，具有重大理论创新和意义，并为管理提供了有指导实践作用的管理启示和应用。本课题还开展了考虑产品耐用度的制造商产品租售策略的拓展研究，分析受耐用产品耐用度和易耗部件更换次数影响时制造商的租售策略，具有一定实践意义。