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移动互联网背景下全渠道零售策略研究

Li, Chunfa and Feng, Lipan (2014): 移动互联网背景下全渠道零售策略研究.

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Abstract

With more and more retailers claimed their strategic layout of Omni-channel retailing, and the model of offline to mobile regarded as a shortcut to carry it out. In this paper, we construct a consumer choice model in which both the risk of direct marketing channel and the searching cost of the retailing channel are considered, and two kinds of models are analyzed to derive the optimal pricing policies, demands and efficiency of different scenario. The result demonstrates that the retailer can also benefit from the offline to mobile model for Omni-channel retailing although the market coverage level doesn’t improve. Moreover, we analytically reveal that the relative advantage of the offline of mobile model decreases with the customer acceptance of the network selling channel, whereas it increases with the customer acceptance of mobile Internet selling channel.

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