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论文编号：	11682
作者编号：	2120182912
上传时间：	2020/6/19 17:14:58
中文题目：	考虑展厅效应的零售商双渠道竞争策略研究
英文题目：	Research on retailer''''''''''''''''s dual channel competition strategy under showrooming effect
指导老师：	侯文华
中文关键字：	双渠道零售商；展厅效应；消费者效用；竞争策略
英文关键字：	Dual-channel retailers; Showrooming; Consumer utility; Competitive strategy
中文摘要：	随着电子商务的发展，近几年，网络购物市场一直保持较为高速的发展，与此同时，实体店的商业模式在不断被颠覆，这造成实体店的利润大幅下降。 同时，电商的迅速发展也催生了一种被称为“展厅现象”的零售现象，具体表现为消费者首先到实体店体验和评估商品以确定自己 “最适合”的商品，之后转向实体店的竞争对手网络零售商那里以更低的价格购买，实体店被消费者当作商品的陈列室，消费者这种搭便车的行为被称之为展厅现象。 因此，以电子商务为代表的网络浪潮给传统的线下供应链管理带来了巨大的挑战，同时也带来了巨大的机遇。近几年，线下实体店也纷纷转战到线上渠道，但是在开通线上渠道是否意味着可以解决上述问题仍旧需要探究。鉴于这些现实问题，本文首先考虑当传统零售商与网络零售商竞争时，分别探究在存在展厅效应与否的情况下，均衡结果及实体店的应对策略，进一步考虑当实体店开设线上渠道成为双渠道零售商后与网络零售商的竞争情况，分别从展厅效应和开通线上渠道两个维度去系统对比模型的消费者决策、零售商的价格决策、利润、和市场份额，进一步明确这两个因素对模型的影响。最后，结合双渠道供应链以及消费者购买心理和行为，进一步探索实体行业如何自救，旨在为实体店开设线上渠道提供指导，并为政府引导扶持实体经济提供理论支持。 本文的分析表明，当传统实体店与网络零售商竞争时，展厅效应使实体店的利润受损,同时，由于竞争变得更为激烈，所以双方的价格均会下降；当传统实体店开通线上渠道后，虽然市场份额增大了，但未必可以弥补展厅效应带来的利润损失，这与消费者前往实体店购买的访问成本有关。本文的创新点主要体现在理论视角的创新，考虑了存在展厅效应下的双渠道零售商和网络零售商竞争的情形，并探究展厅效应进入的经济影响；此外，将消费者按照前往实体店购物的访问成本的不同进行细分刻画，对消费者的行为描述的更为合理。
英文摘要：	With the development of e-commerce, the online shopping market is developing rapidly in recent years. At the same time, the business model of physical stores has been constantly subverted. The physical industry has suffered from severe shortages in upstream industries, a substantial increase in operating costs, and a sharp decline in passenger flow. Those problems led to the continuous capture of market share of physical stores by e-commerce, which has led to a substantial decline in the profits of physical stores. At the same time, the rapid development of e-commerce has also spawned a retail phenomenon known as the "showroom phenomenon", which is manifested in that consumers first go to physical stores to experience and evaluate products to determine their "most suitable" products, and then turn to online stores which have a lower price. In this case, the physical store is used as a showroom for goods, and this free-riding behavior of consumers is called the showroom phenomenon. Therefore, e-commerce has not only brought huge challenges to traditional offline supply chain management, but also brought great opportunities. In recent years, physical stores have also opened online channels, but whether this means that the problems above can be solved still needs to be discussed. In view of these realistic problems, we explore the equilibrium results and the coping strategies of physical stores in the presence of exhibition hall effects when traditional retailers and e-commerce retailers compete respectively. Then, we discuss the competition of physical store and online store when physical store opens an online channel and becomes a dual-channel retailer. We compare the model's consumer decision and retailer's price, profit, and market share strategy in case of exhibition hall effect and the opening of the online channel. Thus, we can further clarify the impact of these two factors on the model. Combining the dual-channel supply chain and consumer purchasing psychology and behavior, we can further explore how the physical industry can help itself, aiming to provide guidance for physical stores to open online channels, and provide theoretical support for government to support the real economy. The analysis in this article shows that when traditional physical stores compete with online stores, the showroom effect hurts the profits of physical stores. At the same time, as competition becomes more intense, prices on both sides will fall; After opening the online channel, although the market share has increased, it may not be able to make up for the loss of profits caused by the exhibition hall effect, which depends on the distance from the physical store to the consumer. The innovation of this article is that we considered the competition between dual-channel retailers and e-commerce retailers under the exhibition hall effect and explored the economic impact of the exhibition hall effect. In addition, consumers are segmented according to the cost of visiting the physical store, which is a more reasonable description of consumer behavior.
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