Optimal Product Line Design And Launch Strategy Under Omni-channel Retailing

We found that online channels and offline channels always develop and restrict each other at the same time.Manufacturers often have a hard time choosing channels.At the same time,manufacturers also need to consider which quality level products can be put on the market to obtain the maximum profit.In this paper,from the perspective of manufacturer’s decision-making,we study and discuss the problems of product line design and omni channel.When there are high and low quality products in the market,for the online and offline channels,which channel should the manufacturer put into.With the increasingly diversified demand of the whole market,manufacturers need to consider not only the quality of products and product line design,but also the profit growth and opportunities brought by channel effect in order to seize market opportunities.This paper puts forward the problem of product line design considering the omni channel strategy,studies which channel strategy should be selected by the manufacturer in different channels and which quality level of products should be put into the channel,and then adds the parameter product quality mismatch and offline channel hassle cost according to the channel characteristics in the process of channel analysis,Combined with the existing product line theoretical model and channel selection mechanism,the model is established for analytical solution.Through the model results,the influence degree of parameters on manufacturer’s product line design is explained,which is of enlightening significance to product line decision-making.Finally,aiming at the original model,this paper expands the model and combines the channel strategy with the channel model that has appeared in real life.