| 展厅现象下电子零售商与传统零售商的价格竞争 |
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| 引用本文： | 徐广业,陈倩,王倩.展厅现象下电子零售商与传统零售商的价格竞争[J].运筹与管理,2018,27(11):79-86. |
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| 作者姓名： | 徐广业 陈倩 王倩 |
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| 作者单位： | 1.南京邮电大学 管理学院,江苏 南京 210003; 2.兰州理工大学 经济管理学院,甘肃 兰州 730050 |
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| 基金项目： | 国家自然科学基金项目(71401143) |
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| 摘 要： | 针对双渠道中存在消费者先通过实体店体验产品,而转移电子渠道购买的展厅现象,运用消费者效用理论,建立不同购买方式下电子零售商和传统零售商的定价决策模型,通过对不同情形下最优决策的比较分析,进一步研究展厅现象如何影响电子零售商和传统零售商的定价和利润。研究表明:三种购买方式同时存在时,展厅现象将加剧传统零售商与电子零售商的价格竞争,导致双方利润受损,但当电子渠道接受度较高或是较低且实体店体验对电子渠道接受度的影响较大时,电子零售商可以利用展厅现象提高其销售价格并获利。
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| 关 键 词： | 双渠道 价格竞争 展厅现象 渠道转移 |
| 收稿时间： | 2016-09-05 |
Price Competition between Electronic Retailer and Traditional Retailer under Showrooming |
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| XU Guang-ye,CHEN Qian,WANG Qian.Price Competition between Electronic Retailer and Traditional Retailer under Showrooming[J].Operations Research and Management Science,2018,27(11):79-86. |
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| Authors: | XU Guang-ye CHEN Qian WANG Qian |
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| Affiliation: | 1.School of Management, Nanjing University of Posts and Telecommunications, Nanjing 210003, China;2.School of Economics and Management, Lanzhou University of Technology, Lanzhou 730050, China |
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| Abstract: | Consumers increasingly visit brick-and-mortar venues to evaluate products in person, using mobile technology to search and perhaps purchase them online. In response to showrooming, this paper establishes the model of the pricing decision for different consumer buying methods by consumer utility theory. In a comparative analysis of optimal decisions on different circumstances, this paper studies the impact of showrooming on the pricing and profits of electronic retailer and traditional retailer. Our analysis shows that showrooming intensifies competition for traditional retailer and electronic retailer in BR, and showrooming reduces the profits for both firms when the influence of physical store experience on electronic channel acceptance is greater. For EBR and the physical store experience are less affected, however, traditional retailer can improve the sales price and profits by showrooming. |
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| Keywords: | dual-channel price competition showrooming channel switching |
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