运筹与管理2024，Vol.33Issue(10)：232-239,8.DOI:10.12005/orms.2024.0344
搭便车行为影响下全渠道广告及协调策略
Advertising and Coordination Strategy of Omnichannel with the Effect of Free-riding Behavior
摘要
Abstract
In the omnichannel marketing process,offline retailers carry out advertising campaigns to attract new consumers into the market,and there is a free-rider phenomenon among some consumers in the new consumer market,who will choose to buy online or buy online and pick up in-store(BOPS)channels after being informed of product advertising campaigns offline.However,this phenomenon inevitably leads to the loss of offline consumers and wasting the advertising cost of offline retailers.Therefore,considering the influence of consumer free-riding behavior,how to make effective advertising and pricing strategies to achieve omnichannel revenue coordination is a critical issue in current omnichannel marketing decisions.The existing research on omnichannel advertising and coordination strategies that consider the effect of free-riding behavior is still lacking.In addition,research on omnichannel has mainly focused on omnichannel business operated by a single retailer;or a multi-entity cooperative structure formed by the manufacturer opening an online platform and the retailer opening an offline store.But in practice,online platforms such as JD and Tmall Supermarket often cooperate with offline physical stores to provide omnichannel services.There is a less exploration of omnichannel coordination strategies by which online and offline retailers cooperate horizontally to provide BOPS services.Therefore,this paper explores the issue of omnichannel advertising and coordination based on the omnichannel retail system in which online and offline retailers cooperate to provide BOPS service.We first consider the influence of consumers'free-riding behavior on the market demand of online,offline,and BOPS channels,and construct the advertising and pricing decision models of the online and offline retailers in the centralized and decentralized decision modes respectively.By comparing the optimal advertising and pricing strategies under decentralized decision-making,this paper takes the optimal strategies under centralized decision-making as the benchmark,and puts forward a BOPS-based omnichannel two-part revenue coordination model.The model is checked by the study. The result shows that,under the centralized decision making,when consumer preference for online channel is greater or smaller,the omnichannel should increase or decrease the prices of online and offline products and raise or lower offline advertising as the proportion of free-riding consumers increases;when consumer preference for online channel is below the threshold,the consumer free-riding behavior will have a negative impact on the total profit of the omnichannel.The total profit of omnichannel under centralized decision-making is higher than the decentralized decision-making,and the decentralized decision-making model cannot achieve omnichannel profit coordination.The numerical example shows that as the proportion of free-riding consumers increases,the total omnichannel profit decreases in the centralized and decentralized decision-making,suggesting that consumer free-riding behavior reduces omnichannel profitability to some extent.Through the two-part revenue coordination mechanism,the profits of online and offline retailers can be higher than the profits of the decentralized decision-making,and the total profit of the omnichannel can reach the profit level of the centralized decision-making,achieving a win-win effect.Under the two-part revenue coordination strategy,when consumers have a greater preference for the online channel,as the proportion of free-riding consumers increases,both online and offline product prices increase in the omnichannel,and then the offline retailer is willing to increase advertising to expand the consumer market and set a larger commission for the offline pickup in the BOPS channel to balance the loss caused by consumer free-riding behavior.The research results provide interesting theoretical suggestions for advertising and coordination decisions in omnichannel where free-riding behavior exists.关键词
搭便车行为/广告营销/两部收益协调机制/全渠道Key words
free-riding behavior/advertising/two-part revenue coordination mechanism/omnichannel分类
经济学引用本文复制引用
胡娇,李莉,朱星圳,杨文胜..搭便车行为影响下全渠道广告及协调策略[J].运筹与管理,2024,33(10):232-239,8.基金项目
湖北省教育厅科学研究计划青年人才项目(Q20231209) （Q20231209）
国家自然科学基金面上项目(71771122) （71771122）
