中国管理科学 ›› 2022, Vol. 30 ›› Issue (4): 167-183.doi: 10.16381/j.cnki.issn1003-207x.2019.0649
马德青, 胡劲松
收稿日期:
2019-05-07
修回日期:
2019-09-06
出版日期:
2022-04-20
发布日期:
2022-04-26
通讯作者:
胡劲松(1966-),男(汉族),湖北省京山人,青岛大学商学院,教授,博士生导师,研究方向:行为运营管理,Email:hujinsong@qdu.edu.cn.
E-mail:hujinsong@qdu.edu.cn
基金资助:
MA De-qing, HU Jin-song
Received:
2019-05-07
Revised:
2019-09-06
Online:
2022-04-20
Published:
2022-04-26
Contact:
胡劲松
E-mail:hujinsong@qdu.edu.cn
摘要: 本文研究消费者展厅行为和参考质量效应对O2O供应链动态运营策略的影响问题。分析了集中决策、分散决策和制造商分担实体店服务成本决策3种模式下的制造商产品质量策略、实体店和电商平台的服务竞争策略,以及品牌商誉变化和企业利润等问题。并进行了价格、实体店访问比例和展厅行为强度对企业绩效的影响。研究发现:展厅行为会挫伤实体店提供服务的积极性,降低品牌商誉,从而损害制造商和实体店的利润水平;而消费者的这种搭便车行为会提高电商平台利润,但由于参考质量效应的存在,其提升空间有限。综合而言,展厅行为对供应链总体绩效不利。应对展厅行为的长期战略有:1)加强上下游的纵向合作,制造商分担实体店服务成本契约,能实现供应链总体绩效的帕累托改进。2)从受展厅行为影响最大的实体店角度,保持线下产品高定价、高服务水平,提升消费者支付意愿,全面提升实体店的品牌溢价能力,获取长久生存之道。
中图分类号:
马德青, 胡劲松. 消费者展厅行为和参考质量效应对O2O供应链动态运营策略的影响[J]. 中国管理科学, 2022, 30(4): 167-183.
MA De-qing, HU Jin-song. Study on the Dynamic Operation and Marketing Strategies of O2O Supply Chain Considering Consumers’ Showrooming and Reference Quality Effect[J]. Chinese Journal of Management Science, 2022, 30(4): 167-183.
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