O2O模式中线上零售商定价与CSR投入策略

doi:10.16381/j.cnki.issn1003-207x.2021.1358

中国管理科学 ›› 2023, Vol. 31 ›› Issue (7): 162-172.doi: 10.16381/j.cnki.issn1003-207x.2021.1358

O2O模式中线上零售商定价与CSR投入策略

黄鹤¹, ², 丁静³, 池毅⁴

1.法国普瓦提埃大学企业管理学院，法国普瓦提埃86000；2.江西银行计划财务部，江西南昌330038；3.上海财经大学公共经济与管理学院,上海200433；4.西南财经大学会计学院，四川成都611130

收稿日期:2021-07-09 修回日期:2021-11-08 出版日期:2023-07-17 发布日期:2023-07-17
通讯作者: 池毅(1992-)，男(汉族)，四川泸州人，西南财经大学会计学院,博士研究生，研究方向：企业社会责任、绿色金融，Email:str_chiyi@163.com. E-mail:str_chiyi@163.com
基金资助:
国家自然科学基金资助项目(71961008)

Optimal Pricing and CSR Investment Strategy of the Online Retailer in O2O Mode

HUANG He¹, ², DING Jing³, CHI Yi⁴

1. School of Business Administration, University of Poitiers, Poitiers 86000, France; 2. Planning Finance Department, Jiangxi Bank, Nanchang 330038, China; 3. School of Public Economics and Management, Shanghai University of Finance and Economics, Shanghai 200433, China; 4. School of Accounting, Southwestern University of Finance and Economic, Chengdu 611130, China

Received:2021-07-09 Revised:2021-11-08 Online:2023-07-17 Published:2023-07-17
Contact: 池毅 E-mail:str_chiyi@163.com

摘要/Abstract

摘要： O2O模式是近年来电商运营管理领域的热点问题。针对O2O模式中线上零售商的定价及企业社会责任(corporate social responsibility, CSR)投入策略，考虑由制造商与拥有线下体验店的线上零售商构成的系统，构建消费者预期效用函数，建立两阶段动态博弈模型。分析制造商与线上零售商的最优定价与CSR投入策略，考察CSR投入对消费者购买行为、供需双方定价策略与利润的影响。研究发现：CSR投入有利于提升线上零售商和整合系统的利润，即线上零售商会有动机选择CSR投入策略；CSR投入会导致部分消费者发生渠道迁移行为以及产品需求的降低和产品零售价格的提高，即消费者要为线上零售商CSR行为支付额外的溢价；最后，从制造商的角度，线上零售商的CSR投入策略会给制造商带来负外部性，并激励制造商实施低价策略来降低产品批发价格。

关键词: O2O模式；CSR投入；线上零售商；消费者福利

Abstract: In recent years, the rapid development of e-commerce has prompted online retailers to continuously explore new business models. In addition to B2B, B2C, C2C and other modes, the O2O mode has received attention from online retailers. However, in reality, the O2O mode will change the needs of consumers and the operating process of online retailers. It is possible that online retailers will invest costs to implement the O2O mode and will not bring them revenue growth. At the same time, with the development of economy and society and the increasing awareness of consumers’ social responsibility, online retailers often need to invest in Corporate Social Responsibility (CSR). In other words, CSR investment requires online retailers to change the traditional concept of profit as the only goal, and emphasize the contribution to people, the environment, and society in the business process.

Key words: O2O mode; CSR investment; online retailer; consumer welfare

中图分类号:

F274

黄鹤, 丁静, 池毅. O2O模式中线上零售商定价与CSR投入策略[J]. 中国管理科学, 2023, 31(7): 162-172.

HUANG He, DING Jing, CHI Yi. Optimal Pricing and CSR Investment Strategy of the Online Retailer in O2O Mode[J]. Chinese Journal of Management Science, 2023, 31(7): 162-172.

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O2O模式中线上零售商定价与CSR投入策略

Optimal Pricing and CSR Investment Strategy of the Online Retailer in O2O Mode

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