Research On Jump-Dealing Problem About Showrooming In Apparel Industry

Jump-Dealing Problem is prevalent in the medical industry, real estate agent, as well as electronics, books, clothing and other retail industries. Yu Li (2012) proposed four main types of jump-dealing, that including Bypassing-Agent, Renting Less & Selling More, Prescribing-inside & Buying-outside and Showrooming. Showrooming that widely present in the retail industry is studied in the paper. Showrooming refers to the shopper (C) in shops to (B) of the attempt, experience goods, but (T) of the transaction at more affordable network operators situations. With the rapid development of e-business models and the emergence of smart devices, the traditional channel model has changed; Showrooming is serious, resulting in huge losses to the interests of the traditional store providers. Thesis by analyzing the factors of Showrooming, identify the deep motivation problems of Showrooming, so as to provide appropriate countermeasures to traditional electricity providers.The paper is problem-oriented in garment industry, from the business, consumer and commodity three angles, using case studies and mathematical modeling approach to study showrooming. The first chapter is an introduction, that describing the clothing industry and proposing analytical framework papers; Chapter II analysis of business relationship with the business model and channel mode hop single issue from the perspective of business forms, clarifying the free-rider behavior based on the information, interaction and relationships hop single channel conflict issues. The third chapter analysis the relationship between apparel industry showrooming and consumer demand, preferences, psychological from the perspective of consumer behavior. The fourth chapter analyzes the relationships between showrooming with the product attributes, brand identity from the perspective of product. The fifth chapter puts forward the countermeasures and suggestions for the enterprise and government. Chapter VI is the full text summary and outlook for the future research.The main conclusions of the paper can be summarized as follows:First, under certain circumstances, whether the business model or channel selection, the higher degree of differentiation between different enterprises, the greater the likelihood of deal-jump; second, the individual characteristics, preferences and psychological of consumers, affect the likelihood of showrooming occurs; third, under certain circumstances, the higher uncertainty of the product, the higher match between consumer demand and the requirements, then the likelihood of consumers showrooming will be higher. Fourth, shop providers and network operators business strategies are:using O2O mode, establish an Omni channel structure; take service differentiation strategy. The government’s decision as follows:If the free-riding is serious, the exemption RPM, and limit the deal-jump; free-riding is not serious, encourage market competition and reduce intervention.