管理工程学报2018，Vol.32Issue(3)：178-187,10.DOI:10.13587/j.cnki.jieem.2018.03.021
考虑品牌APP丰富度的O2O供应链渠道选择与定价策略
Research on channel selection and pricing strategies by considering brand APP pichness in O2O supply chain
摘要
Abstract
With the rapid development of Internet technology and logistics service capability, an increasing number of manufacturers begin to adopt the dual-channel strategy. HP, IBM and some other enterprises have gained much more benefits by adopting dual-channel distribution patterns. However, online and offline channels have not been well integrated. Introducing direct channel triggers conflict and competition between channels, thereby leading to a bad situation. Thus, how to coordinate and integrate online and offline channels bring a new challenge for the scholars and practitioners. However, with the rapid development of m-commerce and O2O business pattern, many enterprises begin to pay much attention to APP which serves as an effective media to connect online and offline channels. UNIQLO、ZARA and NIKE have developed own brand APP to excavate potential market and enhance customer loyalty. Developing brand APP influences the cost of enterprises, and further influences the profit and pricing strategies of enterprises. Therefore, it is worthy to study topics, such as whether enterprises should choose mobile channels to develop brand APP and how the brand APP has an effect on the pricing strategies of supply chain members . Thus, we will study the channel selection on whether manufacturer should add a mobile channel by developing a brand APP on the basis of existing dual channels, and analyze the effect of brand APP richness on pricing strategies of supply chain members. According to media richness theory, we add the richness of brand APP into the model. Consumer utility model and channel demand model are established which are influenced by both selling price and the richness of brand APP. Three different pricing strategies of manufacturer and retailer are derived under non-cooperative game. This paper compares the optimal profit of manufacturer to decide channel selection strategies in O2O supply chain. The study results can be summarized as follows. Firstly, the richness of brand APP has a great impact on changes of market demand. The demand of manufacturer and whole supply chain increase with the richness of brand APP. After the richness of brand APP increase to a certain value, the demand of manufacturers and the whole supply chain become greater than the demand of manufacturers that do not develop a brand APP. Thus, if the richness of brand APP is in a reasonable scope, a manufacturer will choose to develop a brand APP can expand the market demand. Furthermore, the profit of manufacturer and the whole supply chain increase first and then decrease with the richness of brand APP. Similarly, if the richness of a brand APP is in a reasonable scope, a manufacturer will choose to develop a brand APP in order to improve the profit of the whole supply chain. Finally, the direct price and retail price both increase with the richness of brand APP, namely the richness of brand APP has impact on manufacturer’s and retailer’s pricing strategies, but only when the richness of brand APP is in a reasonable scope. As a result, demand will be expanded and profit be improved, thereby realizing the win-win situation between enterprises and consumers. Brand APP can effectively integrate online and offline channels. Therefore, future research can focus on the mechanism about how to coordinate O2O supply chain and what kind of brand APP is suitable for consumers.关键词
O2O供应链/品牌APP丰富度/消费者效用/渠道选择与定价策略Key words
O2O supply chain/Brand APP richness/Consumer utility/Channel selection and pricing strategy分类
管理科学引用本文复制引用
姜力文,戢守峰,孙琦,喻海飞..考虑品牌APP丰富度的O2O供应链渠道选择与定价策略[J].管理工程学报,2018,32(3):178-187,10.基金项目
国家自然科学基金资助项目(71572031) （71572031）
辽宁省教育厅人文社科基地资助项目(ZJ2013014) （ZJ2013014）
