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中国管理科学

中国管理科学 ›› 2022, Vol. 30 ›› Issue (6): 135-146.doi: 10.16381/j.cnki.issn1003-207x.2019.1181

• 论文 • 上一篇    

线上零售商开设体验店：基于供应链的视角

金亮1, 陈朝晖2,3, 温焜4   

  1. 1.江西财经大学工商管理学院，江西 南昌330032；2.大连海洋大学海洋法律与人文学院，辽宁 大连116023；3.南昌理工学院，江西 南昌330031； 4.江西行政学院，江西 南昌330031
  • 收稿日期:2019-08-10 修回日期:2019-12-18 发布日期:2022-06-24
  • 通讯作者: 陈朝晖(1977-)，男(满族)，辽宁省大连市人，大连海洋大学海洋法律与人文学院，副教授，南昌理工学院客座教授，博士，研究方向：经济法学；Email：czh@sztt.org.cn. E-mail:czh@sztt.org.cn
  • 基金资助:
    国家自然科学基金资助项目(71902079,72102084)；江西省社会科学“十三五”规划资助项目(20GL35)；江西省“双千计划”首批培养类哲学社会科学领军人才项目(jxsq2019203033)

Online Retailers Open the Showroom: Based on the Perspective of Supply Chain

JIN Liang1, CHEN Chao-hui2,3, WEN Kun4   

  1. 1. School of Business Administration, Jiangxi University of Finance and Economics, Nanchang 330032; 2. School of Marine Law and Humanities, Dalian Ocean University, Dalian 116023; 3. Nanchang Institute of Technology, Nanchang 330031; 4. Jiangxi Administrative Institute, Nanchang 330031
  • Received:2019-08-10 Revised:2019-12-18 Published:2022-06-24
  • Contact: 陈朝晖 E-mail:czh@sztt.org.cn

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摘要： 随着消费者消费观念的转变以及《消费者权益保护法》的普及，越来越多的电商企业开设体验店来改善消费者购物体验。本文针对由制造商(或供应商)和开设了体验店的线上零售商(或电商平台)组成的“线下体验，线上购买”O2O系统，考虑可能存在的消费者退货行为以及O2O系统成员企业之间的不对称信息，构建消费者预期效用函数，建立供应链两阶段动态博弈模型。通过模型求解，分析线上零售商开设体验店的可行条件及其对各个企业定价策略和消费者行为的影响，从制造商、O2O系统以及消费者剩余角度考察体验店的价值。研究发现：从线上零售商的角度，开设体验店存在可行条件，但在此可行条件内，体验店的开设总是能够有效提升制造商和供应链系统的期望利润；线上零售商开设体验店能够扩大市场占有率，并降低产品退货率和提升消费者剩余。最后，对原始模型进行了不同维度的扩展，分析产品体验影响消费者满意度和体验店设库存销售产品等情形下的体验店价值。

关键词: 体验店；O2O模式；线上零售商；消费者行为

Abstract: As consumption levels raise and consumption patterns change, online retailers are changing their minds from quantity-oriented to consumption experience-oriented as well. With the rapid development of Internet technologies, more and more online retailers are exploring new ways to sell products. In this context, the “offline evaluation, online purchase” mode has been increasingly viewed as an effective and novel way to provide information of the product to the customers. Consequently, the offline to online (O2O) mode has been widely adopted by many online retailers to improve the consumption experience level. However, the introduction of showroom changes the consumer’s needs, consumptive habits, as well as the structure and characteristics of a traditional supply chain. Meanwhile, the existence of asymmetric information among the members in an O2O supply chain makes collaboration difficult and strengthens the inefficiency of the incentive mechanism. Therefore, the optimal pricing policies and contracts design within an O2O supply chain that consists of a manufacturer and an online retailer is analyzed.

Key words: showroom; O2O mode; online retailer; consumer behavior

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