关键词: 零售商；技术产出；技术营销；策略选择

Abstract: In the context of the continuous development of the retailing market, many retail enterprises take the initiative to seek the help of technology providers to build an all-channel and all-connected retail format. At the same time, the technology providers also give professional technology solutions and professional technology services for retail enterprises. However, in the process of embedding professional technology into retailers, how retailers choose to make the most profits is an important scientific issue worth studying. In view of this, based on the hypothesis of Stackelberg game model, a theoretical model is constructed to analyze the retailers’ choice of marketing strategy for embedding professional technology, and the influence of technology embedding strategy and technology marketing strategy on decision-making results is discussed. It is found that, as the leader of Stackelberg game, technology providers have advantages and are relatively stable in obtaining marginal profits; and for technology providers, the strategy of allowing retailers to give the technology marketing is the best. However, for retailers, the profits of different technical marketing channels will be affected by the technology output, technology marketing, and marketing effort game, so the retailers’ strategic choice is more complicated. Under certain conditions, retailers can embed professional technology with a large output contribution, and give priority to their own technology marketing to increase their technology marketing contribution. This strategy helps retailers to maximize profits quickly and achieve a win-win situation with technology providers.

Key words: retailer; technology output; technology marketing; strategic choice