O2O模式中线上零售商定价与CSR投入策略

doi:10.16381/j.cnki.issn1003-207x.2021.1358

Abstract

Abstract: In recent years, the rapid development of e-commerce has prompted online retailers to continuously explore new business models. In addition to B2B, B2C, C2C and other modes, the O2O mode has received attention from online retailers. However, in reality, the O2O mode will change the needs of consumers and the operating process of online retailers. It is possible that online retailers will invest costs to implement the O2O mode and will not bring them revenue growth. At the same time, with the development of economy and society and the increasing awareness of consumers’ social responsibility, online retailers often need to invest in Corporate Social Responsibility (CSR). In other words, CSR investment requires online retailers to change the traditional concept of profit as the only goal, and emphasize the contribution to people, the environment, and society in the business process.

Key words: O2O mode; CSR investment; online retailer; consumer welfare

CLC Number:

F274

HUANG He, DING Jing, CHI Yi. Optimal Pricing and CSR Investment Strategy of the Online Retailer in O2O Mode[J]. Chinese Journal of Management Science, 2023, 31(7): 162-172.

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Optimal Pricing and CSR Investment Strategy of the Online Retailer in O2O Mode

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