Competition And Distribution Strategy In Multichannel Expert Service Market

With the development of network technology,various types of stores began to open online stores on the network to sell a variety of products.The development of online communication technology has also brought the possibility of services that once required face-to-face services,such as medical,legal,maintenance and various consulting services.In order to compete for market share,various expert service providers have begun to expand online channels,and expert services have begun to shift from traditional face-to-face forms to face-to-face and online forms.Due to the scarcity of expert service resources in expert services and the asymmetry of experts and consumers in information mastery,there are many problems in the market.For example,which expert service providers in the market should provide online services,and how service providers that provide online expert services should develop expert service strategies.At present,the academic community has begun to pay attention to the multi-channel expert service market.This paper mainly studies the expert service market from two aspects.The first aspect is how the service providers with quality differences develop market competition,and the quality of service they provide is competitive.What kind of impact is produced;secondly,in the case of misdiagnosis,how can an expert service provider use online channels to make rational use of limited expert service resources.Through the research of this paper,there are some conclusions can be induced.(1)Multi-channel expert service providers may open online channels only under certain conditions.For diagnostic prices,online prices may be higher than offline prices.(2)In the market competition of the duopoly multi-channel expert service with quality difference,the quality difference between the service levels provided by the service provider will bring positive to the service price of each channel of the expert service market and the profit of the service provider.Impact,but if the quality difference is too large,the service price difference between service providers providing different service quality in the expert service market will be too large,resulting in a small demand for service providers with low service quality.(3)Consumers with medium preference for quality are more likely to be affected by changes in quality differences than consumers with higher preferences or lower preferences.Changes in quality differences will change their choice of expert service channels and providers.(4)In order to increase consumer surplus and increase social welfare,it is more likely that service providers with lower service quality levels will have higher consumer surplus and social welfare.(5)In order to solve the problem of tight resources of expert services,online service channels can be used to conduct online and offline diversion of consumers with different severity of problems encountered.(6)Only when the online error diagnosis rate is within 50%,and the ratio of online and offline service prices is greater than the error diagnosis rate is less than one-half,the online channel can be used to achieve reasonable diversion.The conclusions of this paper provide new perspectives and suggestions for service providers and decision makers to better understand and formulate service strategies for multi-channel expert services,and propose theoretically effective solutions to the problem of resource shortage of social experts.