移动互联网背景下全渠道零售策略研究

Strategic analysis of Omni-channel retailing under the background of mobile Internet

Lipan Feng

MPRA Paper from University Library of Munich, Germany

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.

Keywords: mobile Internet; Omni-channel retailing; offline to mobile; game theory (search for similar items in EconPapers)
JEL-codes: M11 (search for similar items in EconPapers)
Date: 2014-08-21
New Economics Papers: this item is included in nep-com and nep-mkt
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https://mpra.ub.uni-muenchen.de/58139/1/MPRA_paper_58139.pdf revised version (application/pdf)

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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:58058

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