Research On Marketing Channel Selection And Operation Strategy Of Retailers In E-commerce Environment

Facing with the rapid growth of e-commerce business,traditional retail industry have suffered a huge impact.Whether the traditional retail business,or the emerging e-commerce business,there business models and operation types have changed fundamentally,and they all need to conduct in-depth research on the sales model and channel structures.Therefore,it is of great strategic significance to explore a single channel model or multi channel model to stimulate domestic demand,promote the upgrading of traditional industries and enhance the competitiveness of the country.In this paper,we focus on the study of the retailer's optimal choice of the retail channel structure and the pricing strategy of the two channel structure under the e-commerce environment.First of all,traditional retail channel,online direct marketing channel and combination of online and offline channels may exist in the market are summarized.Based on the consumer utility theory,Hotelling linear market hypothesis,this paper considered the unequal status of commodity pricing leadership under the condition of competition between two channels,and established a model to solve the problem of commodity pricing and market equilibrium profit under different retail channel structures.By comparing and analyzing the size of profit,got the best retail channel structure.Secondly,under the premise of dual channel,the optimal pricing of goods and the profits of retailers under centralized and decentralized operation strategies are studied.In the centralized operation strategy,based on the traditional linear demand function,considering the influence of the factors such as channel preference,channel diversion and delivery time,a more realistic demand function is constructed.According to the objective function that maximize the total profit of two channels,obtained two channels of the optimal price and optimal delivery time,and the influence of various factors on the commodity price and the total profit of the retailer is analyzed.In the decentralized operation,based on the consumer utility theory,the channel profit maximization as the objective function,this paper mainly studied the influence of travel costs,the cost of online shopping,two channel commodity similarity,free riding behavior caused to commodity differentiation pricing and unified pricing strategy and each channel's profit.Finally,a numerical example is given to verify the theoretical analysis results of the model,and the reasons for the phenomenon are explained.Furthermore,the measures can be taken by retailers are suggested.The research results of this paper provide a theoretical basis for the operation decision of dual channel retailers,and have certain application value.