展厅现象下基于消费者学习的零售商产品差异化策略分析

doi:10.16381/j.cnki.issn1003-207x.2021.0372

摘要/Abstract

摘要：

“线下体验+线上购买”的“展厅式”购买方式深受消费者欢迎，但同时也加剧了线上线下零售商的竞争。本文针对展厅现象下零售商竞争的产品差异化策略进行研究。首先，考虑消费者在产品信息搜寻阶段的学习行为，建立消费者对产品属性感知的自我学习模型和社会学习模型，在此基础上，构建针对不同信息搜寻-购买渠道的消费者效用模型。然后，基于消费者效用展开对线上线下零售商的竞争博弈分析。进一步地，构建零售商产品差异化竞争模型，并研究展厅现象和产品差异化策略对线下线上零售商的影响。研究表明，一定条件下，展厅现象会加剧线上线下零售商的竞争，而产品差异化策略会缓解线上线下零售商的竞争且能提高线下零售商的利润。此外，消费者的学习行为会对零售商产生一定的影响。

关键词: 展厅现象, 产品差异化, 社会学习, 消费者效用

Abstract:

With the rapid development of e-commerce and the rise of multi-channel retail models， more and more online retailers are adding offline brick-and-mortar showrooms to meet consumers' individual needs with the help of product features and uniqueness displays. Likewise， more and more offline retailers are opening up online channels to increase product sales. When online and offline channels coexist， product purchase channels are gradually diversified， and the "showrooming style" of "offline experience + online purchase" is popular among consumers， but it has also intensified the competition between online and offline retailers. In this paper， the product differentiation strategy of retailer competition under the showrooming phenomenon are studied and the impact of the showrooming and product differentiation strategy on offline and online retailers is explored. The consumer decision process is divided into two stages： the information search stage and the purchase decision stage， each of which has both online and offline channels. First， the learning behavior of consumers in the information search stage are considered， and the self-learning model for offline experience and social learning model for online information search are established. Then， the consumer utility models for different information search-purchase channels are built on this basis， i.e.， the S-S channel， O-O channel and S-O channel， respectively. Based on the Hotelling model and the consumer utility model， the competitive game of offline and online retailers is analyzed. Furthermore， a competitive model of product differentiation of retailers are constructed and the impact of showrooming and product differentiation strategy on offline and online retailers is studied by comparing the base competition model and the product differentiation competition model. The result shows that under certain conditions， the showrooming intensifies the competition between offline and online retailers， while product differentiation strategy alleviates the competition between offline and online retailers to a certain extent and increases the profits of offline retailers. In addition， consumer learning behavior has an impact on retailers， where good Internet Word of Mouth （IWOM） has a positive impact on the profits of online retailers， while the number of online reviews has a positive impact on consumer learning. Some guidances are provided to alleviate the channel conflict between offline and online retailers and promote retail development.

Key words: showrooming, product differentiation, social learning, consumer utility

中图分类号:

F272.3

张晓,徐翔,张燕, 等. 展厅现象下基于消费者学习的零售商产品差异化策略分析[J]. 中国管理科学, 2024, 32(4): 198-207.

Xiao Zhang,Xiang Xu,Yan Zhang, et al. Retailer Product Differentiation Strategy Analysis Based on Consumer Learning Behavior under the Showrooming Phenomenon[J]. Chinese Journal of Management Science, 2024, 32(4): 198-207.

图/表 7

图1

图2

图3

表1

无展厅现象下零售商均衡解"

线下零售商	线上零售商
$P s * = V s - V o + c s + 2 c o + θ f 3$	$P o * = V o - V s + 2 c s + c o - θ f 3$
$x s * = V s - V o + c s + 2 c o + θ f 3 (c s + c o)$	$x o * = V o - V s + 2 c s + c o - θ f 3 (c s + c o)$
$R s * = (V s - V o + c s + 2 c o + θ f) 2 9 (c s + c o) - 12 f 2$	$R o * = (V o - V s + 2 c s + c o - θ f) 2 9 (c s + c o)$

表1

表2

展厅现象下零售商均衡解"

线下零售商	线上零售商
$P ? s * = 2 c o - λ 2 V o + (1 - λ 1) V s 3$	$P ? o * = λ 2 V o - (1 - λ 1) V s + c o 3$
$x ? s * = 2 c o + (1 - λ 1) V s - λ 2 V o 3 c o$	$x ? o * = c o + λ 2 V o - (1 - λ 1) V s 3 c o$
$R ? s * = [2 c o + (1 - λ 1) V s - λ 2 V o] 2 9 c o - 12 f 2$	$R ? o * = [c o + λ 2 V o - (1 - λ 1) V s] 2 9 c o$

表2

图4

表3

展厅现象下采取产品差异化策略的零售商均衡解"

线下零售商	线上零售商
$P ? s * = 2 c o - [(1 - ?) α + ?] (λ 1 V s + λ 2 V o) + V s 3$	$P ? o * = c o + [(1 - ?) α + ?] (λ 1 V s + λ 2 V o) - V s 3$
$x ? s * = 2 c o - [(1 - ?) α + ?] (λ 1 V s + λ 2 V o) + V s 3 c o$	$x ? o * = c o + [(1 - ?) α + ?] (λ 1 V s + λ 2 V o) - V s 3 c o$
$R ? s * = (2 c o - [(1 - ?) α + ?] (λ 1 V s + λ 2 V o) + V s) 2 9 c o - 12 f 2$	$R ? o * = (c o + [(1 - ?) α + ?] (λ 1 V s + λ 2 V o) - V s) 2 9 c o$

表3

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