Research On Network Channel Construction In The Transition And Upgrading Of Physical Retailer

In order to realize the offline digital drainage,reach the massive network consumers quickly and expand the potential market demand,physical retails have set up network sales channels one after another,so that they can realize the linkage development between online and offline.Therefore,how to choose a reasonable network channel construction method and develop the operating strategy according to the physical retailer's own characteristics and development strategies have become key issues in the process of transformation and upgrading.At present,there are two ways for physical retailers to add network channels.One is building their own online platforms;the other is cooperating with third-party rebate platforms to build rebate network channels.This paper takes the different network channel construction methods as the research perspective,uses evolutionary game to compare and analyze different network channel construction strategic combinations of physical retailers driven by cost.From the perspective of consumer utility model,the conditions for physical retailers to build a self-built network platform and a third-party rebate platform are studied respectively,as well as the optimal channel operating strategy when dual-channel sales are realized through different ways.The researches show that the cost combination and evolution path of the construction strategy of self-built network channel and rebate network channel are affected by consumers' preference for the two network channels,the cross-channel price sensitivity coefficient,and the cost of channel construction.When a physical retailer realizes dualchannel deployment through self-built network channels,there is a critical value of consumers' acceptance for self-built network channels.Below this critical value,physical retailers do not add self-built network channels.However,when above that and the self-built network channel construction cost is at a low level,physical retailers choose to build their own network platform to achieve dual channel operation.In addition,when physical retailers add self-built network channels,the more intense the price competition between channels,the less feasible the degree of consumers' acceptance for self-built network channels.When a physical retailer realizes transformation and upgrading through the third-party rebate platform is related to factors such as consumers' acceptance of the rebate network channel,the probability of offering the rebate,the cost of searching for the rebate information and the rebate rate for consumers.Physical retailers benefit from relatively low rebate commodity satisfaction rate.And with the increase of rebate commodity satisfaction rate,physical retailers adopt a strategy of selling goods only through rebate network platform,to a mix of two sales channels,and eventually to a single entity channel strategy.When the two channels coexist,entity channels and network channels for commodity sales prices and rebates value of decentralized decision-making is low than centralized decision-making,thereby exacerbating the conflict between entity retailers and the third-party rebate platform,and reducing overall system efficiency.Because of this,the design of an improved revenue sharing contract coordinates the two sides,so that the two sides achieve "win-win".