展厅现象下基于消费者学习的零售商产品差异化策略分析

doi:10.16381/j.cnki.issn1003-207x.2021.0372

摘要/Abstract

摘要：

“线下体验+线上购买”的“展厅式”购买方式深受消费者欢迎，但同时也加剧了线上线下零售商的竞争。本文针对展厅现象下零售商竞争的产品差异化策略进行研究。首先，考虑消费者在产品信息搜寻阶段的学习行为，建立消费者对产品属性感知的自我学习模型和社会学习模型，在此基础上，构建针对不同信息搜寻-购买渠道的消费者效用模型。然后，基于消费者效用展开对线上线下零售商的竞争博弈分析。进一步地，构建零售商产品差异化竞争模型，并研究展厅现象和产品差异化策略对线下线上零售商的影响。研究表明，一定条件下，展厅现象会加剧线上线下零售商的竞争，而产品差异化策略会缓解线上线下零售商的竞争且能提高线下零售商的利润。此外，消费者的学习行为会对零售商产生一定的影响。

关键词: 展厅现象, 产品差异化, 社会学习, 消费者效用

Abstract:

With the rapid development of e-commerce and the rise of multi-channel retail models， more and more online retailers are adding offline brick-and-mortar showrooms to meet consumers' individual needs with the help of product features and uniqueness displays. Likewise， more and more offline retailers are opening up online channels to increase product sales. When online and offline channels coexist， product purchase channels are gradually diversified， and the "showrooming style" of "offline experience + online purchase" is popular among consumers， but it has also intensified the competition between online and offline retailers. In this paper， the product differentiation strategy of retailer competition under the showrooming phenomenon are studied and the impact of the showrooming and product differentiation strategy on offline and online retailers is explored. The consumer decision process is divided into two stages： the information search stage and the purchase decision stage， each of which has both online and offline channels. First， the learning behavior of consumers in the information search stage are considered， and the self-learning model for offline experience and social learning model for online information search are established. Then， the consumer utility models for different information search-purchase channels are built on this basis， i.e.， the S-S channel， O-O channel and S-O channel， respectively. Based on the Hotelling model and the consumer utility model， the competitive game of offline and online retailers is analyzed. Furthermore， a competitive model of product differentiation of retailers are constructed and the impact of showrooming and product differentiation strategy on offline and online retailers is studied by comparing the base competition model and the product differentiation competition model. The result shows that under certain conditions， the showrooming intensifies the competition between offline and online retailers， while product differentiation strategy alleviates the competition between offline and online retailers to a certain extent and increases the profits of offline retailers. In addition， consumer learning behavior has an impact on retailers， where good Internet Word of Mouth （IWOM） has a positive impact on the profits of online retailers， while the number of online reviews has a positive impact on consumer learning. Some guidances are provided to alleviate the channel conflict between offline and online retailers and promote retail development.

Key words: showrooming, product differentiation, social learning, consumer utility

中图分类号:

F272.3

张晓,徐翔,张燕,方放. 展厅现象下基于消费者学习的零售商产品差异化策略分析[J]. 中国管理科学, 2024, 32(4): 198-207.

Xiao Zhang,Xiang Xu,Yan Zhang,Fang Fang. Retailer Product Differentiation Strategy Analysis Based on Consumer Learning Behavior under the Showrooming Phenomenon[J]. Chinese Journal of Management Science, 2024, 32(4): 198-207.

图/表 7

图1

图2

图3

表1

无展厅现象下零售商均衡解"

线下零售商	线上零售商
$P s * = V s - V o + c s + 2 c o + θ f 3$	$P o * = V o - V s + 2 c s + c o - θ f 3$
$x s * = V s - V o + c s + 2 c o + θ f 3 (c s + c o)$	$x o * = V o - V s + 2 c s + c o - θ f 3 (c s + c o)$
$R s * = (V s - V o + c s + 2 c o + θ f) 2 9 (c s + c o) - 12 f 2$	$R o * = (V o - V s + 2 c s + c o - θ f) 2 9 (c s + c o)$

表1

表2

展厅现象下零售商均衡解"

线下零售商	线上零售商
$P ? s * = 2 c o - λ 2 V o + (1 - λ 1) V s 3$	$P ? o * = λ 2 V o - (1 - λ 1) V s + c o 3$
$x ? s * = 2 c o + (1 - λ 1) V s - λ 2 V o 3 c o$	$x ? o * = c o + λ 2 V o - (1 - λ 1) V s 3 c o$
$R ? s * = [2 c o + (1 - λ 1) V s - λ 2 V o] 2 9 c o - 12 f 2$	$R ? o * = [c o + λ 2 V o - (1 - λ 1) V s] 2 9 c o$

表2

图4

表3

展厅现象下采取产品差异化策略的零售商均衡解"

线下零售商	线上零售商
$P ? s * = 2 c o - [(1 - ?) α + ?] (λ 1 V s + λ 2 V o) + V s 3$	$P ? o * = c o + [(1 - ?) α + ?] (λ 1 V s + λ 2 V o) - V s 3$
$x ? s * = 2 c o - [(1 - ?) α + ?] (λ 1 V s + λ 2 V o) + V s 3 c o$	$x ? o * = c o + [(1 - ?) α + ?] (λ 1 V s + λ 2 V o) - V s 3 c o$
$R ? s * = (2 c o - [(1 - ?) α + ?] (λ 1 V s + λ 2 V o) + V s) 2 9 c o - 12 f 2$	$R ? o * = (c o + [(1 - ?) α + ?] (λ 1 V s + λ 2 V o) - V s) 2 9 c o$

表3

参考文献 32

1	Telser L G. Why should manufacturers want fair trade？［J］. The Journal of Law and Economics， 1960， 3： 86-105.
2	Accenture. 2019 Digital Consumer Survey Report ［EB/OL］. （2019-04-12）［2021-01-01］. .
3	Rejón-Guardia F， Luna-Nevarez C. Showrooming in consumer electronics retailing： an empirical study［J］. Journal of Internet Commerce， 2017， 16（2）： 174-201.
4	Shin J. How does free riding on customer service affect competition？［J］. Marketing Science， 2007， 26（4）： 488-503.
5	Li G， Zhang T， Tayi G K. Inroad into omni-channel retailing： physical showroom deployment of an online retailer［J］. European Journal of Operational Research， 2020， 283（2）： 676-691.
6	Arora S， Singha K， Sahney S. Understanding consumer’s showrooming behaviour： extending the theory of planned behavior［J］. Asia Pacific Journal of Marketing and Logistics， 2017， 29（2）： 409-431.
7	Kang J. Showrooming， webrooming， and user-generated content creation in the omnichannel era［J］. Journal of Internet Commerce， 2018， 17（2）： 145-169.
8	曹磊，张子刚. 供应链双源渠道中基于信息的搭便车行为［J］. 情报杂志， 2009， 28（7）： 180-184.
	Cao L， Zhang Z G. Information-based free-riding behavior in a dual-channel supply chain［J］. Journal of Intelligence， 2009，28（7）：180-184.
9	Dahana W， Shin H， Katsumata S. Influence of individual characteristics on whether and how much consumers engage in showrooming behavior［J］. Electronic Commerce Research， 2017， 18（4）： 665-692.
10	Gensler S， Neslin S A， Verhoef P C. The showrooming phenomenon： it’s more than just about price［J］. Journal of Interactive Marketing， 2017， 38： 29-43.
11	Basu P， Basak S， Avittathur B， et al. A game theoretic analysis of multichannel retail in the context of “showrooming”［J］. Decision Support Systems， 2017， 103， 34-45.
12	刘晓峰，顾领. 基于消费者转换行为的线上线下产品定价策略研究［J］.管理科学，2016， 164（2）： 97-107.
	Liu X F， Gu L. The study of pricing strategy in online-offline channel based on the consumer's switching behavior［J］. Journal of Management Science， 2016， 164（2）： 97-107.
13	Jing B. Showrooming and webrooming： information externalities between online and offline sellers［J］. Marketing Science， 2018， 37（3）： 469-483.
14	Mehra A， Kumar S， Raju J S. Competitive strategies for Brick-and-Mortar stores to counter “Showrooming”［J］. Management Science， 2018， 64（7）： 3076-3090.
15	Bell D R， Gallino S， Moreno A. Offline showrooms in omni-channel retail： demand and operational benefits［J］. Management Science， 2018， 64（4）： 1629-1651.
16	Liu Z X， Lu L， Qi X T. The showrooming effect on integrated dual channels［J］. Journal of the Operational Research Society， 2020， 71（9）： 1347-1356.
17	Bergen M， Dutta S， Shugan S M. Branded variants： a retail perspective［J］. Journal of Marketing Research， 1996， 33（2）： 9-19.
18	Jeuland A P， Shugan S M. Managing channel proﬁts［J］. Marketing Science， 1983， 2（3）： 239-272.
19	Desai P S. Advertising fee in business-format franchising［J］. Management Science， 1997， 43（10）： 1401-1419.
20	Kuksov D， Liao C. When showrooming increases retailer profit［J］. Social Science Electronic Publishing， 2017， 55（4）： 459-473.
21	Fassnacht M， Beatty S E， Szajna M. Combating the negative effects of showrooming： successful salesperson tactics for converting showroomers into buyers［J］. Journal of Business Research， 2019， 102（SEP）：131-139.
22	Zhang T， Ge L， Gou Q L， et al. Consumer showrooming， the sunk cost effect and online-offline competition［J］. Journal of Electronic， 2018， 19（1）： 55-74.
23	冯娇，姚忠. 基于社会学习理论的在线评论信息对购买决策的影响研究［J］. 中国管理科学， 2016， 24（9）： 106-114.
	Feng J， Yao Z. Consumer-generated reviews based on social learning theory： implications for purchase decision［J］. Chinese Journal of Management Science，2016， 24（9）： 106-114.
24	Chen A， Lu Y， Wang B. Customers’ purchase decision-making process in social commerce： a social learning perspective［J］. International Journal of Information Management， 2017， 37（6）： 627-638.
25	Zhang Y， Godes D. Learning from online social ties［J］. Marketing Science， 2018， 37（3）： 425-444.
26	Papanastasiou Y， Savva N. Dynamic pricing in the presence of social learning and strategic consumers［J］. Management Science， 2017， 63（4）： 919-939.
27	Qiu L， Whinston A B. Pricing strategies under behavioral observational learning in social networks［J］. Production and Operations Management， 2017， 26（7）： 1249-1267.
28	Chamley C P. Rational herds： economic models of social learning［M］. Cambridge： Cambridge University Press， 2004.
29	Forman C， Ghose A， Goldfarb A. Competition between local and electronic markets： how the benefit of buying online depends on where you live［J］. Management Science， 2009， 55（1）： 47-57.
30	Gao F， Su X. Omnichannel retail operations with Buy-Online-and-Pick-Up-In-Store［J］. Management Science， 2017， 63 （8）： 2478–2492.
31	Lin X G， Zhou Y W， Hou R. Impact of a “Buy-online-and-pickup-in-store” channel on price and quality decision in a supply chain［J］. European Journal of Operational Research， 2021， 294（3）： 922-935.
32	DeGroot M H. Optimal statistical decisions［M］. New York： John Wiley & Sons， 2005.

[1]	石松,石平. 疫情背景下考虑社会学习的竞争防疫产品供应中断研究[J]. 中国管理科学, 2024, 32(5): 171-178.
[2]	马德青,王晓晴,胡劲松. 多渠道零售下考虑消费者反展厅现象的平台型供应链销售模式选择[J]. 中国管理科学, 2024, 32(5): 133-146.
[3]	胡斌, 丁龙, 胡森, 封益航. 制造商售后服务质量决策对灰色市场的影响研究[J]. 中国管理科学, 2021, 29(7): 46-56.
[4]	苏媛, 李广培. 绿色技术创新能力、产品差异化与企业竞争力——基于节能环保产业上市公司的分析[J]. 中国管理科学, 2021, 29(4): 46-56.
[5]	王文宾, 蔺婉莹, 陈梦雪, 全诗苑, 仝鹏. 消费者效用视角下双渠道供应链的产品质量研发模式选择研究[J]. 中国管理科学, 2021, 29(12): 135-144.
[6]	胡志强, 胡渊, 狄晨晨. IPO前后的企业产品差异化动态策略——引入股价信息学习的模型与实证[J]. 中国管理科学, 2020, 28(5): 52-61.
[7]	刘金荣, 徐琪, 陈啟. 考虑网络退货和渠道成本时全渠道BOPS定价与服务决策[J]. 中国管理科学, 2019, 27(9): 56-67.
[8]	曹裕, 李业梅, 万光羽. 基于消费者效用的生鲜农产品供应链生鲜度激励机制研究[J]. 中国管理科学, 2018, 26(2): 160-174.
[9]	冯娇, 姚忠. 基于社会学习理论的在线评论信息对购买决策的影响研究[J]. 中国管理科学, 2016, 24(9): 106-114.
[10]	张汉江, 余华英, 李聪颖. 闭环供应链上的回收激励契约设计与政府补贴再制造政策的优化[J]. 中国管理科学, 2016, 24(8): 71-78.
[11]	杨仕辉, 魏守道. 企业环境研发、产品差异化与政府环境管制[J]. 中国管理科学, 2016, 24(1): 159-168.
[12]	但斌, 王磊, 李宇雨. 考虑消费者效用与保鲜的生鲜农产品EOQ模型[J]. 中国管理科学, 2011, 19(1): 100-108.
[13]	方海燕, 达庆利. 基于差异产品的政府最优R&D补贴策略研究[J]. 中国管理科学, 2009, 17(3): 166-172.
[14]	杨广青, 蒋录全, 王浣尘, 陈明义. Bertrand竞争下融资策略与产品差异化策略的博弈分析[J]. 中国管理科学, 2006, (4): 88-94.
[15]	王庆国, 蔡淑琴, 汤云飞. 基于质量信息不对称度的消费者效用与企业利润研究[J]. 中国管理科学, 2006, (1): 88-93.