Research On Competitive Strategy Of Omni-channel Retail Platform

With the application of new technologies,the upgrading of consumer demand and the impact of various channel integrations,the retail industry,which has been mired in performance decline and weak competition,has ushered in an opportunity for business model change.Consumer-centric ?new retail? has obvious advantages in terms of consumption positioning,retail efficiency,and marketing methods.It has made outstanding contributions to improving the economic benefits and comprehensive competitiveness of retail platforms.Omni-channel retail is an important feature of new retail.The retail platform is a typical bilateral platform that connects merchants and consumers.In real life,the user utility on the retail platform side is affected by the number of users on the other side.There is cross-network externality between users,but as the number of users increases,there is a crowding effect between the merchant and the consumer,that is,negative network effect within the group.And omni-channel retailing has improved the consumer experience and affected the competitive strategy of the retail platform.This paper first analyzes the development path of omni-channel retail,various model characteristics,and the impact on consumers' shopping experience.It finds that omni-channel retail has cross-channel retail,smart retail,personalized recommendation,social attributes and other characteristics,through big data,The application of technologies such as cloud computing and artificial intelligence enables consumers to enjoy personalized services anytime,anywhere,and across channels,and improve the user experience of consumers and alleviate the crowding effect among consumers.At the same time,omni-channel retailing focuses on the application of social elements,consumers can get the experience of other consumers,reduce the loss caused by information asymmetry,and even have positive promotion effects among consumers,thus obtaining its bilateral Market characteristics.Then,this paper use the theory of bilateral market competition,the hotelling model of omni-channel retail and traditional retail platform was established,and the function of platform pricing,user quantity and profit on intra-group network externality,cross-network externality and platform difference was obtained.The paper analyzes the impact of the intra-group network effect of consumers and merchants on the platform competition strategy.At the same time,it compares the pricing of omni-channel retail and traditional retail platforms,the number of users and the profit,and obtains the omni-channel retail platform to charge consumers.To be lower than traditional retail platforms,merchants are charged more than traditional retail platforms.The omni-channel retail platform has advantages over traditional retail platforms in terms of both number of users and profits,and its advantages become larger as the difference in intra-group effects between the two platform consumers increases.It is concluded that the core of the omni-channel retail platform competition is to improve the crowding effect among consumers and promote the positive network effect among consumers.