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中国管理科学

中国管理科学 ›› 2023, Vol. 31 ›› Issue (6): 49-59.doi: 10.16381/j.cnki.issn1003-207x.2020.1599

• 论文 • 上一篇    下一篇

品牌商直营模式下的新产品运营策略：质量、价格和渠道的联合决策

姜璇1, 王婷2, 邓世名2   

  1. 1.中南财经政法大学工商管理学院，湖北 武汉430073；2.华中科技大学管理学院，湖北 武汉430074
  • 收稿日期:2020-08-18 修回日期:2021-12-18 出版日期:2023-06-20 发布日期:2023-06-17
  • 通讯作者: 邓世名(1972-)，男(汉族)，北京人，华中科技大学管理学院，教授，博士生导师，博士，研究方向：新零售运营与供应链管理、市场营销与运营管理协同决策，Email:smdeng@hust.edu.cn. E-mail:smdeng@hust.edu.cn
  • 基金资助:
    国家自然科学基金资助项目(71931005,71821001)；中央高校基本科研业务费专项资金资助项目(2722022EK015)；湖北省教育厅哲学社会科学研究项目(21G025)

New Product Operation Strategy under a Brand Merchant’s Direct Channel: Joint Decision on Quality, Price, and Channel Selection

JIANG Xuan1, WANG Ting2, DENG Shi-ming2   

  1. 1. School of Business Administration, Zhongnan University of Economics and Law, Wuhan 430073, China;2. School of Management, Huazhong University of Science and Technology, Wuhan 430074, China
  • Received:2020-08-18 Revised:2021-12-18 Online:2023-06-20 Published:2023-06-17
  • Contact: 邓世名 E-mail:smdeng@hust.edu.cn

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摘要： 近年来互联网零售品牌商从线上直营渠道扩展到线下渠道是电商行业内常见现象，拥有线上、线下直营渠道的品牌商在发布新产品时，既可以选择单一渠道发布，又可以选择双渠道发布。本文围绕品牌商渠道扩展前后的新产品发布最优策略，探讨品牌商在发布新产品时，产品的质量、价格和渠道选择形成的最优策略组合以及相关影响因素。研究发现，新产品的最优发布策略存在多种组合策略，其受顾客对新产品认知的不确定性、网购收益、渠道门槛利润等因素的影响；利用双渠道同步发布新产品的策略不一定总是最优，当且仅当该渠道策略配合相应的新产品质量和价格策略时才有可能成为最优策略；由于线下渠道相比于线上渠道更能向顾客准确地传递新产品价值信息，品牌商更倾向于在线下渠道发布高质量、高价格的新产品；对互联网零售品牌商来说，若其经营的商品数字属性较弱(物理体验性较强)，渠道扩展将为自身带来更多的收益。

关键词: 新产品运营；渠道选择；质量；定价

Abstract: Nowadays, the channel expansion of internet retail brand merchant from online to offline is common phenomenon in the ecommerce industry. The brand merchant with online and offline direct channels can choose to release the new product through either a single channel or dual channels. It focuses on the optimal strategy of new product release before and after the brand merchant’s channel expansion in this paper, and the optimal combination of product quality, price and channel selection strategy and related factors that affect the optimal strategy when the brand merchant introduces the new product are studied. It is found that there are a variety of strategy combinations for the new product introduction, and the optimal one is affected by the factor such as the uncertainty of customers’ perception of the new product, online shopping revenue, and the channel threshold profit; The strategy of using dual channels to release the new product simultaneously is not always the best, and it may become the optimal one if and only if it matches the corresponding new product quality and price strategy; Compared to the online channel, since the offline channel could deliver more accurate information of the new product value to the customers, hence the brand merchant is more inclined to release new products with high quality and high price through the offline channel; For the internet retail brand merchant, if the digital attribute of the products they operate is weak, channel expansion will bring much benefit to them.

Key words: new product operation; channel selection; quality; pricing

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