Research On Cooperation Strategy Between Manufacturer And Offline Store In O2O Mode

With the rapid development of e-commerce,convenient online shopping has become one of the important ways of shopping for consumers.However,China’s online retail sales account for only 23.6% of total social retail sales,and most of the shopping spending still occurs offline.In order to further expand the market scale,some manufacturers with online direct sales channels began to cooperate with offline stores to provide consumers with “offline evaluation,online purchase” or “buy online and pike up in store” services.However,the implementation of O2 O cooperation strategy will change the consumers’ demand and habits,channel structure and increase the channel costs of manufacturers.Under this background,this paper takes the O2 O supply chain composed of a manufacturer with online direct marketing channels and an offline store as the research object,constructs a game model between manufacturers and physical stores,and analyzes the manufacturer’s optimal decision and channel strategy selection under two different modes of “offline evaluation,online purchase” and “buy online and pike up in store”(BOPS).Firstly,this paper systematically sorts out the related concepts and theories of O2 O model from the aspects of the concept,characteristics,classification of O2 O model.Then,aiming at the cooperative strategy under the mode of “offline evaluation,online purchase”,a game model between manufacturers with online direct marketing channels and showroom is established,and the optimal decision of the manufacturers and showroom is obtained.This paper analyzes the impact of product matching rate,consumers’ offline trouble cost and manufacturer return processing cost on the equilibrium result,further compares O2 O cooperation strategy before and after the optimal decision,and obtains the value of manufacturers implementing O2 O cooperation strategy.The study shows that with the increase of manufacturer’s return processing cost,product price,unit commissions and service effort levels of showroom will increase.With the increase of consumers’ offline trouble cost,product price will decrease,unit commission and service effort level of showroom will increase;Moreover,after implementing the O2 O cooperation strategy,the manufacturer’s product price and market demand will increase,which can effectively reduce the manufacturer’s return processing cost,improve the profit of the manufacturer and the whole supply chain.Finally,aiming at the cooperative strategy under the mode of “buy online and pike up in store”(BOPS),a game model between manufacturer and offline retailer with online direct marketing channels is established,and the optimal decision of manufacturer and retailer is obtained.The paper analyzes the effects of consumers’ online channel willingness to pay,BOPS channel willingness to pay,consumers’ offline trouble cost and the proportion of commissions on the equilibrium results,which further affects the equilibrium results,further compares the profit before and after the implementation of O2 O cooperation,and obtains the optimal channel strategy choice of manufacturers.The study shows that after implementing the O2 O cooperation strategy,the wholesale price of products and the price of online and offline products will decrease,but the market size will expand;Manufacturers need to weigh the combined effects of consumers’ willingness to pay online channel and BOPS channel,consumers’ offline trouble cost and commission ratio to choose whether to implement the cooperative strategy of O2 O with retailers.