Research On Offline Showrooms Selection For Supply Chain Members Under Electronic Retailing

With the arrival of consumption upgrade,consumer experience is taken seriously by consumers,and the offline showroom as an effective strategy to promote the integration of online and offline channels is increasingly valued by the business and academia.In order to optimize purchase experience,expand the market,increase brand influence,and maintain closer retail relationships,increasing companies open offline showrooms widely for this.Especially in online shopping,offline showrooms have already helped to resolve the uncertainty of consumer perceived value and brand preference.However,it will also cause a high investment in the initial construction and operating costs in the later stages.The selection conditions have become the focus of the supply chain members.Therefore,for two-echelon supply chain system,this paper respectively establishes the strategy model for supply chain members before and after opening offline showrooms with the impact of showrooms on consumers' purchase decision behavior and manufacturers' brand spillover effect by consumer utility theory and Stackelberg game to study showrooms selection for supply chain members.Firstly,considering the linear relationship between perceived risk cost and consumer utility,this paper constructs consumer utility functions before and after opening offline showrooms,and derives the corresponding market demand and the number of consumers participating in the offline experience.Secondly,aiming at opening offline showrooms by the e-tailer,brand manufacturer,and both parties based on co-fund strategy,this paper provides a Stackelberg game model and obtains the optimal decisions and analyzes the influence of consumers offline experience cost,manufacturers' brand spillover effect and offline experience effect.Then,it obtains the selection and win-win conditions for supply chain members by comparing the optimal profits of both parties before and after opening offline showrooms,further compares and analyzes the correlation of the optimal decision and selection conditions before and after using the co-fund strategy.Finally,numerical examples are presented to verify the rationality and validity of results.Research shows that the offline showrooms cost and investment proportion are not the key factors for supply chain members to choose offline showrooms alone or in cooperation.Under certain conditions,even if the offline showrooms cost or investment proportion is high,opening an offline showroom can still bring supply members to Pareto improvement.