全渠道零售下“Showrooms”对需求分布、定价和收益的影响研究

doi:10.16381/j.cnki.issn1003-207x.2019.12.009

中国管理科学 ›› 2019, Vol. 27 ›› Issue (12): 88-99.doi: 10.16381/j.cnki.issn1003-207x.2019.12.009

全渠道零售下“Showrooms”对需求分布、定价和收益的影响研究

刘金荣, 徐琪

东华大学旭日工商管理学院, 上海 200051

收稿日期:2017-12-05 修回日期:2018-06-11 出版日期:2019-12-20 发布日期:2019-12-30
通讯作者: 徐琪(1963-),女(汉族),浙江台州人,东华大学旭日工商管理学院,教授,博士生导师,研究方向:电子商务与供应链管理、运营管理,E-mail:xuqi@dhu.edu.cn. E-mail:xuqi@dhu.edu.cn
基金资助:
国家自然科学基金资助项目（71572033）；国家自然科学基金资助重点项目（71832001）；中央高校基本科研业务费专项资金资助项目（CUSF-DHD-2018048）

Impact of “Showrooms” on Demand Allocation, Pricing and Profit in Omni-channel Retailing

LIU Jin-rong, XU Qi

Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China

Received:2017-12-05 Revised:2018-06-11 Online:2019-12-20 Published:2019-12-30

摘要/Abstract

摘要： 作为一种新兴的线下体验、线上购买的商业运作模式，展厅（Showrooms）在全渠道零售领域发展迅速。基于消费者效用分别建立单一网络渠道和"网络+实体"渠道下零售商开设Showrooms前后的利润模型，对比分析固定销售价格和优化定价两种情形下Showrooms对定价、市场需求、利润和退货率的影响。研究表明：（1）单一网络渠道下，网络渠道价格固定时，开设Showrooms可使市场总需求增加，总利润在展厅运营成本较低时增加；网络渠道价格优化时，开设Showrooms可使网络渠道价格、总需求和总利润在展厅运营成本较低时增加，但固定价格情形下总利润的增幅更大。（2）"网络+实体"渠道下，开设Showrooms可使总需求和总利润均在展厅运营成本较低及网络退货率和网购不便利成本较高时增加，而且仅优化网络渠道价格时的增幅最大，网络和实体渠道价格均固定时次之；价格优化的最终趋势是全渠道同款同价。（3）开设Showrooms可使零售商总的网络退货率和退货量都下降。

关键词: 全渠道, Showrooms+Online渠道, 效用函数, 退货率

Abstract: In recent years, Showrooms, as a new experience business mode, has the advantages of improving the experience effect and reducing the return rate, and has an important impact on the profit of the retailer. In this study, profit models of the retailer before and after setting up Showrooms under the single Online channel and "Online + Store" channel are established on the basis of consumer utility in various channels, and then the impact of Showrooms on pricing, market demand, profit and online return rate with the cases of fixed price and optimal price are analyzed. The results show that:(1) Under single online channel, opening of Showrooms can increase the retailer's total market demand, and increase the total profit under the condition of the showrooms' operation cost is low when we fix the online price; while setting up showrooms can increase the retailer's online price and total demand and total profit under the condition of the showrooms' operation cost is low when we optimize the online price, but the total profit increase more under the pricing strategy of fixed price. (2) Under "Store + Online" dual channel, opening of Showrooms can increase the retailer's total demand and total profit under the condition of the Showrooms' operation cost is low and the online channel's return rate and shopping inconvenient cost is high, and the increase is greatest under the strategy of optimizing the online price only, followed by the strategy of the fixed store price and online price. But when both channel prices are optimized or only store price is optimized, the increase in total profit is not significant. (3) In addition, the final trend of price optimization is the same price on the online and offline line, and "Online+Store+Showrooms" channels will become into "Showrooms+Online or Store" channel, which is a new retail mode is of online and offline interoperability. (4) Opening of Showrooms can reduce the total online return rate and return amount.

Key words: Omni-channel, Showroom + Online channel, utility function, return rate

中图分类号:

F224.5

刘金荣, 徐琪. 全渠道零售下“Showrooms”对需求分布、定价和收益的影响研究[J]. 中国管理科学, 2019, 27(12): 88-99.

LIU Jin-rong, XU Qi. Impact of “Showrooms” on Demand Allocation, Pricing and Profit in Omni-channel Retailing[J]. Chinese Journal of Management Science, 2019, 27(12): 88-99.

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全渠道零售下“Showrooms”对需求分布、定价和收益的影响研究

Impact of “Showrooms” on Demand Allocation, Pricing and Profit in Omni-channel Retailing

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