O2O模式中考虑附加服务和平台营销努力的供应链合作策略研究

doi:10.16381/j.cnki.issn1003-207x.2019.0761

Abstract

Abstract: As online-to-offline (O2O) commerce becomes one of the main shopping ways for consumers, increasing offline service providers begin to sell service through online platform to attract consumers to purchase the service online and consume offline. In the cooperation between offline service providers and online platform, online platform often exerts marketing effort to spur demand. Meanwhile, offline service providers often provide add-on service as well as basic service to satisfy consumers’ heterogeneous demands. However, the existence of add-on service makes the cooperation problem between offline service providers and online platform more difficult.

Key words: O2O supply chain; add-on service; marketing effort; wholesale mode; agency mode

CLC Number:

C931
F274

ZHANG Xu-mei, ZHENG Yan-wen, LI Meng-li, TIAN Yu. Cooperation Strategy for Supply Chain Considering Add-on Service and Platform’s Marketing Effort in O2O Model[J]. Chinese Journal of Management Science, 2022, 30(2): 181-190.

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Cooperation Strategy for Supply Chain Considering Add-on Service and Platform’s Marketing Effort in O2O Model

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