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移动互联网背景下全渠道零售策略研究
[Strategic analysis of Omni-channel retailing under the background of mobile Internet]

Author

Listed:
  • Feng, Lipan

Abstract

With more and more retailers claimed their strategic layout of Omni-channel retailing, and the model of offline to mobile regarded as a shortcut to carry it out. In this paper, we construct a consumer choice model in which both the risk of direct marketing channel and the searching cost of the retailing channel are considered, and two kinds of models are analyzed to derive the optimal pricing policies, demands and efficiency of different scenario. The result demonstrates that the retailer can also benefit from the offline to mobile model for Omni-channel retailing although the market coverage level doesn’t improve. Moreover, we analytically reveal that the relative advantage of the offline of mobile model decreases with the customer acceptance of the network selling channel, whereas it increases with the customer acceptance of mobile Internet selling channel.

Suggested Citation

  • Feng, Lipan, 2014. "移动互联网背景下全渠道零售策略研究 [Strategic analysis of Omni-channel retailing under the background of mobile Internet]," MPRA Paper 58058, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:58058
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    File URL: https://mpra.ub.uni-muenchen.de/58139/1/MPRA_paper_58139.pdf
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    References listed on IDEAS

    as
    1. Huang, Song & Yang, Chao & Liu, Hui, 2013. "Pricing and production decisions in a dual-channel supply chain when production costs are disrupted," Economic Modelling, Elsevier, vol. 30(C), pages 521-538.
    2. Kay-Yut Chen & Murat Kaya & Özalp Özer, 2008. "Dual Sales Channel Management with Service Competition," Manufacturing & Service Operations Management, INFORMS, vol. 10(4), pages 654-675, June.
    3. Chen, Yun Chu & Fang, Shu-Cherng & Wen, Ue-Pyng, 2013. "Pricing policies for substitutable products in a supply chain with Internet and traditional channels," European Journal of Operational Research, Elsevier, vol. 224(3), pages 542-551.
    4. Dumrongsiri, Aussadavut & Fan, Ming & Jain, Apurva & Moinzadeh, Kamran, 2008. "A supply chain model with direct and retail channels," European Journal of Operational Research, Elsevier, vol. 187(3), pages 691-718, June.
    5. Wei-yu Kevin Chiang & Dilip Chhajed & James D. Hess, 2003. "Direct Marketing, Indirect Profits: A Strategic Analysis of Dual-Channel Supply-Chain Design," Management Science, INFORMS, vol. 49(1), pages 1-20, January.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    mobile Internet; Omni-channel retailing; offline to mobile; game theory;
    All these keywords.

    JEL classification:

    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management

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    This paper has been announced in the following NEP Reports:

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