Research On Manufacturer's Channel Choice And Coordination Strategy Under The O2O Environment

With the online and offline channel integration and O2O model development accelerated,consumers' behavior in the channels between the conversion getting more and more frequently.On the one hand,more and more manufacturers are beginning to re-examine their channel strategy,consider whether it will be needed to integrate online and offline channels,and what O2O channel mode suit distribution products in different circumstances.On the other hand,for manufacturers of independent of the offline store,it is also necessary to take into account the problems of channel coordination,and to ensure that the participating parties are able to obtain reasonable benefits when making the channel decision.The issue of manufacturers' channel selection and coordination in the O2O environment is innovative in theory,and has a very important application value.In this paper,we use the methods of mathematical modeling,optimization and numerical simulation to study the problems.The main research contents are divided into the following two parts.(1)This paper studied the manufacturer's distribution channel and coordination strategy under the showrooms business mode.Considering the impact of the physical store distance on the customers shopping behavior,we establish the profit function of the traditional dual channel and the O2O form of shomrooms business model,explore whether the manufacturer with the dual channel should integrate the online and offline channel to implement the showrooms business mode,and the problem of choose one from the two strategies of distribute products,that is,online channels only as product information display and sales of products in offline,or use O2O channels to sell products.Through the comparative analysis of the model equilibrium results,it is found that when the physical store is closer or farther away,implement the showrooms business mode will increase the profit of the manufacturer.When the distance of the store is within a certain range,it is not appropriate to use the showroom business mode.Under the showroom business mode,the manufacturer's distribution channel strategy is affected by the physical store distance and channel profitability.For the manufacturers not a whole with the store,the condition of the revenue sharing factor exists is that the physical store distance is less than the distance threshold to the store purchase.When the revenue sharing factor is small,manufacturers and stores all sell products;on the contrary,the store only assume the display function.(2)This paper studied the manufacturer's channel strategy based on product experience in O2O environment.Based on the product's experiential needs to establish consumer utility function,established the profit function of traditional single channel(online channel only as a product information display and sale products in offline)and O2O channels(online and offline channel combination(such as BOPS,etc.)sell products)distribution model respectively,comparative analysis the needs and benefits of the two distribution model.Through the model analysis and numerical simulation,we found the influence of product experience and sales price on O2O channels decision,and further explore the influence of online channel enhancement experience information.The study found that,for relatively high prices and with strong experience product manufacturers,it is not appropriate to open the online sales channels,should use online channel as an information display platform.On the other hand,if the product experience is less important,the inconvenient cost of the customer's purchase is higher,and the "cross-selling" income level is low,these manufacturers should actively promote the construction of the network channel,and use the O2O channels distribution model to increase the user coverage,increase the total sales of the product.In the O2O channel sales business model,for lower prices and more experienced products,to provide high-intensity experience informations easy to increase revenue;the other hand,to provide a lower intensity of experience informations easy to increase revenue.