摘要
以消费者体验为中心的新零售模式打破渠道边界.从新零售视角,基于报童框架研究拥有传统与线上两个渠道的零售企业渠道整合与选择问题.通过构建传统零售下单一渠道运营模型,以及新零售模式下双渠道运营模型,分析零售企业如何依据顾客环境关切程度,以及购物偏好变化进行渠道整合,通过调整渠道定价与存储数量,实现零售企业收益与环境效益最大化.研究结果表明:在新零售模式之下,当顾客环境关切程度高,网络购物偏好强时,零售企业应专注于线上渠道经营,反之,传统渠道是最优的;顾客环境关切和网络购物偏好两者适中时,应该同时整合两个渠道,选择双渠道策略;而当市场需求非常高时,双渠道优势可能消失,两个渠道分开运营是比较合适的选择.
The new retail model that centered on consumer experience breaks the channel boundary.Based on the new retail perspective,this paper focuses on the integration and selection of retail channels with traditional and online channels using the newsboy framework.By building a single channel operation model under traditional retail,and double channel operation model under the new retail model,to analyze retail enterprises channel integration according to their consumer environmental concern and shopping preference.Through adjusting the channel pricing and storage quantity,to maximize the benefits of retail enterprise and environment.Numerical calculation results show that the retail business should focus on the online channel when the high degree of environmental concerns and network shopping preference of consumer is strong under new retailing mode.And vice,choosing the traditional channel is optimal.When the network shopping preference and environmental concerns are moderate,the enterprise should choose the double channel management.However,if the demand is very high,the double channel advantage may be disappear.At that time,single channel operation is a more appropriate choice.
作者
蓝海燕
宋慧超
宋丽达
LAN Hai-yan;SONG Hui-chao;SONG Li-da(School of Administration,Liaoning University of Technology,Jinzhou 120001 China)
出处
《数学的实践与认识》
北大核心
2019年第20期26-35,共10页
Mathematics in Practice and Theory
基金
辽宁省科协科技创新智库重点项目(Lnkx2017A02)
辽宁省社会科学规划基金项目(L17BGL037)
关键词
新零售
环境关切
线上渠道
报童框架
整合与选择
new Retailing
environmental concerns
online channel
newsboy framework
integration and selection
