基于电子优惠券投放和服务创新的线上线下渠道竞争分析

doi:10.12005/orms.2020.0273

运筹与管理 ›› 2020, Vol. 29 ›› Issue (10): 212-220.DOI: 10.12005/orms.2020.0273

基于电子优惠券投放和服务创新的线上线下渠道竞争分析

李宗活¹, 杨文胜^1*, 司银元¹, 李娟²

1.南京理工大学经济管理学院,江苏南京 210094;
2.江苏大学管理学院,江苏镇江 212013

收稿日期:2018-05-12 出版日期:2020-10-25
通讯作者: 杨文胜(1969-),男,安徽合肥人,教授,博士生导师,研究方向:电子商务、物流与供应链管理。
作者简介:李宗活(1989-),男,广西桂平人,博士研究生,研究方向:渠道运营、供应链管理。
基金资助:
国家自然科学基金项目(71771122);教育部人文社科基金项目(15YJA630087); 江苏省哲学社会科学基金项目(19GLB009)

Analysis of Competition Between Online and Offline Channel with Coupon Distribution and Service Innovation

LI Zong-huo¹, YANG Wen-sheng¹, SI Yin-yuan¹, LI Juan2

1. School of Economics and Management, Nanjing University of Science and Technology, Nanjing 210094, China;
2. School of Management, Jiangsu University, Zhenjiang 212013, China

Received:2018-05-12 Online:2020-10-25

摘要/Abstract

摘要： 基于豪泰林模型分析具有渠道偏好的线上网络渠道和线下实体渠道市场竞争格局及其博弈关系,构建线上网络渠道投放电子优惠券、线下实体渠道服务创新的渠道竞争模型,剖析优惠券和服务创新对市场份额、定价及利润的影响,并给出具有市场进入时序的渠道退出边界。研究发现:市场缺额情形凭借高价获得较小市场份额下的较高利润,而市场重叠情形的低价策略在较大市场份额下获得较小利润。当服务创新足以支撑实体渠道要价时,其可获得较高利润,守住混合偏好市场;投放电子优惠券的让价方式可增大网络渠道的调价空间,且存在最优电子优惠券面值使网络渠道获得期望收益,夺得混合偏好市场。

关键词: 渠道竞争, 渠道偏好, 电子优惠券, 服务创新, 豪泰林模型

Abstract: This paper investigates the market competition pattern and the game relationship between online and offline channels with channel preferences based on the Hotelling model. The channel competition model in which online channels distribute electronic coupons and offline channels innovate service is conducted. The impact of coupon promotion and service innovation on market share, pricing, and profit is explored. The channel exit boundaries with market entry timing are given. The result shows that short-term market situation obtaining higher profits under a smaller market share relies on higher prices, while overlap-term market situation obtaining smaller profits under a larger market share is based on lower prices. When service innovation is sufficiently strong to support online channel pricing, online channels can derive higher profits and market share. The distribution of coupons can bring a higher price adjustment space of the online channels. There is an optimal coupon face value that enables the online channel to obtain the expected revenue and win the mixed preference market.

Key words: channel competition, channel preferences, electronic coupons, service innovation, Hotelling model

中图分类号:

F272

李宗活, 杨文胜, 司银元, 李娟. 基于电子优惠券投放和服务创新的线上线下渠道竞争分析[J]. 运筹与管理, 2020, 29(10): 212-220.

LI Zong-huo, YANG Wen-sheng, SI Yin-yuan, LI Juan2. Analysis of Competition Between Online and Offline Channel with Coupon Distribution and Service Innovation[J]. Operations Research and Management Science, 2020, 29(10): 212-220.

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基于电子优惠券投放和服务创新的线上线下渠道竞争分析

Analysis of Competition Between Online and Offline Channel with Coupon Distribution and Service Innovation

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