O2O实体渠道与网络渠道价格差异的竞争分析

针对由O2O实体渠道和网络渠道集成的双渠道供应链,在Hotelling模型基础上先构建出消费者效用函数模型和需求函数模型,然后建立双渠道收益函数模型,并求解分析电子商务成熟度、购物成本、服务质量对两种渠道价格差异的影响.结果表明,电子商务成熟度超过一个临界值时,网络渠道价格将高于O2O实体渠道;网上购物成本越高,网络渠道价格低于O2O实体渠道;服务质量越高,利润越大.最后,将收集的相关指标数据进行假设检验和多元线性回归分析,实证结果与理论分析相符.因此,研究对分析这两种渠道的定价差异具有指导意义.

Competitive Analysis of Price Difference between Network and O2O Entity Channel

In this paper,in a dual-channel supply chain composed by the O2O entity channel and network channel,on the basis of the Hotelling model,the consumer utility function model and demand function model are constructed,and then establish the dual-channel revenue function model,And to solve the analysis of the e-commerce maturity,shopping cost,service quality factors which influence prices difference for two channels.The result shows that ecommerce maturity exceeds a critical value,the network channel price will be bigger than that O2O entity channel.Moreover,The higher the cost of online shopping,the lower the network channel price than the O2O entity channel.The higher the quality of service,the greater the profits.Finally,the relevant indicators of the data collected by the hypothesis test and multiple linear regression analysis,the empirical results is consistent with the theoretical analysis.Therefore,the study has a guiding significance for analyzing the differences in pricing between the two channels.