渠道和捆绑战略:打造产品和服务运营的 "双赢 "模式

IF 6.7 1区 计算机科学 Q1 COMPUTER SCIENCE, ARTIFICIAL INTELLIGENCE
Yudi Zhang , Xiaojun Wang , Bangdong Zhi , Jie Sheng
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引用次数: 0

摘要

随着网络零售的快速发展,许多公司将网络销售作为唯一的销售渠道,并从中获益,但这种方式存在局限性,尤其是对于那些包含非数字信息、需要配套服务才能充分吸引顾客的产品而言。这类产品的销售商正在积极考虑或已经采取多渠道战略,包括维持现有的在线渠道和开设实体店。为刺激销售,服务运营商可考虑与产品制造商捆绑销售产品,向其提供补贴。关于产品捆绑的决策可能会促进渠道扩张,也可能会对渠道扩张构成障碍。本研究采用博弈论模型,探讨了产品制造商和服务运营商的最优定价、多渠道和捆绑策略,他们以捆绑或非捆绑的形式提供核心产品和配套服务。我们的均衡分析得出了几点启示。首先,制造商的线下扩张可以让到店的顾客试用和检验产品,这不仅会提高线下价格,还会提高制造商的线上价格。有趣的是,与非捆绑形式相比,捆绑形式的价格上涨更为显著。其次,捆绑策略会影响制造商拓展多渠道业务的决策。具体来说,如果新增加的实体店能吸引大量新客户,那么产品捆绑就会激励多渠道扩张,这表明需求溢出效应非常明显。相反,如果网上麻烦成本适中,产品捆绑可能会阻碍多渠道扩张。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Channel and bundling strategies: Forging a “win-win” paradigm in product and service operations

While many companies have benefited from online sales as their sole sales channel with the rapid growth of online retailing, this approach has limitations, especially for products that contain non-digital information and require a complementary service to fully attract customers. Sellers of these types of products are actively considering or have already adopted a multichannel strategy, which includes maintaining the existing online channel and opening physical brick-and-mortar stores. To stimulate sales, the service operator may consider offering a product bundle with the product manufacturer by providing subsidies to them. Decisions on product bundling could potentially facilitate or pose barriers to channel expansion. This study employs a game-theoretic model to explore the optimal pricing, multichannel and bundling strategies for a product manufacturer and a service operator who offer the core products with ancillary services in either bundled or non-bundled format. Our equilibrium analysis yields several insights. First, the manufacturer’s offline expansion allows customers who visit in-store to try and inspect the product, which raises not only the offline price but also the manufacturer’s online price. Interestingly, this price increase is more significant for the bundled format compared to the non-bundled format. Second, the bundling strategy influences the manufacturer’s decision to expand into multichannel operations. Specifically, product bundling incentivises multichannel expansion if the newly added physical stores can attract a significant number of new customers, indicating that demand spillover is significant. Conversely, product bundling may deter multichannel expansion if the online hassle cost is moderate.

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来源期刊
Decision Support Systems
Decision Support Systems 工程技术-计算机:人工智能
CiteScore
14.70
自引率
6.70%
发文量
119
审稿时长
13 months
期刊介绍: The common thread of articles published in Decision Support Systems is their relevance to theoretical and technical issues in the support of enhanced decision making. The areas addressed may include foundations, functionality, interfaces, implementation, impacts, and evaluation of decision support systems (DSSs).
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