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| 双向搭便车下双渠道零售商服务努力水平决策 | |
| 引用本文： | 巩永华,郝艺,张敏. 双向搭便车下双渠道零售商服务努力水平决策[J]. 统计与决策, 2020, 0(1): 162-166 |
| 作者姓名： | 巩永华 郝艺 张敏 |
| 作者单位： | 南京邮电大学管理学院 |
| 基金项目： | 国家自然科学基金资助项目(71771126);南京邮电大学自然科学基金资助项目(NY214115) |
| 摘 要： | 全渠道营销背景下,零售商提供的服务同产品本身的特性一样影响着顾客需求。由于双渠道零售商线上线下两个渠道之间存在服务搭便车效应,文章考虑服务成本和渠道价格竞争关系,研究不同实体和网络渠道关系下双向搭便车行为对产品售价和服务努力水平的影响,并提出零售商最优服务努力水平的决策策略。 |
| 关 键 词： | 服务搭便车 服务成本 价格竞争系数 最优策略 双渠道零售商 |
Decision-making Strategy for Service Effort of Dual-channel Retailers under Condition of Bidirectional Free Riding |
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| Gong Yonghua,Hao Yi,Zhang Min. Decision-making Strategy for Service Effort of Dual-channel Retailers under Condition of Bidirectional Free Riding[J]. , 2020, 0(1): 162-166 | |
| Authors: | Gong Yonghua Hao Yi Zhang Min |
| Affiliation: | (School of Management,Nanjing University of Posts and Telecommunications,Nanjing 210003,China) |
| Abstract: | In the context of omni-channel marketing,the services provided by retailers affect customer demand as much as the characteristics of the products themselves do.In view of the fact that the service free-rider effect exists between online and offline channels for dual-channel retailers,this paper considers the relationship between service cost and channel price competition,and then make a study on the influence of two-way free-riding behavior on product price and service effort level under different entity and network channel relations,proposing the decision-making strategy of retailers'optimal service effort level. |
| Keywords: | service free riding service cost price competition coefficient optimal strategy dual-channel retailer |
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