O2O模式下考虑公平关切的双渠道供应链定价策略分析.doc

摘要 摘 要 在互联网思维逐渐渗透我们日常生活中的今天，电子商务的便捷对线下传统 企业带来了巨大的冲击，与此同时直观的服务体验也限制了纯电子商务的发展。 于是基于 O2O 模式下的双渠道供应链发展起来，主要表现为线下传统企业构建线 上电子商务渠道，将消费者从线上引流到线下消费或体验的业务模式；或者线上 传统电子商务企业布局线下实体店，将消费者从线下引流到线上交易的业务模式。 这种线上与线下资源整合、传统思维与互联网思维相结合的 O2O 模式给传统企业 和电商企业的发展带来了新希望。充分将线上渠道的信息丰富、交易成本低、支 付方便等优势，与线下渠道的直观体验、真实服务等优势相结合，来弥补单一渠 道的不足。 本文选择零售商双渠道供应链为研究对象，并且打破决策者经济完全理性的 假设，运用 Stackelberg 主从递阶博弈和最优化理论，分析基于 O2O 模式，并在供 应商主导下和零售商主导下的零售商双渠道供应链中，决策者的公平关切行为对 定价策略的影响。本文把供应链中的公平关切行为划分为三种情况，即仅零售商 具有公平关切而供应商无公平关切、仅供应商具有公平关切而零售商无公平关切 以及供应商和零售商同时具有公平关切。并得出这 6 种情形下零售商双渠道供应 链的定价策略。 最后通过论证，发现在供应商主导下的零售商双渠道供应链中，供应商的批 发价格、零售商的线上电子商务渠道零售价格、线下传统销售渠道零售价格，与 供应商公平关切正相关；在零售商主导下的零售商双渠道供应链中，零售商的线 下传统销售渠道零售价格、供应商的批发价格与零售商的公平关切负相关，且供 应商的公平关切行为对供应链定价策略无影响。 关键词：公平关切；零售商双渠道供应链；O2O 模式；Stackelberg 博弈；定价 I ABSTRACT ABSTRACT At present, when the Internet has penetrated our daily life, the convenience of E-commerce has brought huge threats to the traditional off-line enterprises. At the same time, the lack of direct experience has limited the development of E-commerce. Based on the O2O business model, the dual channel supply chain has developed in two kinds of business models. One is that the traditional offline enterprises open their own online channel, in order to let the online consumers shop and experience in the offline store. The other one is that the traditional E-commerce develops the offline store, in order to attract more consumers to trade in the online channel under direct experience. This new business model, O2O, who integrates the online and offline resource by combining the traditional and Internet wisdom, creates a new opportunity for traditional enterprises and E-commerce. Under the O2O business model, the dual channel supply chain can make full use of the abundant information, low transaction cost and convenient payment from online channel with the direct experience and real service from offline channel. This paper will chose retailer dual channel supply chain as the object of study, break the assumption of econo