关键词: 网络渠道构建, 升级转型, 定价与返利策略, 实体零售商

Abstract: In the new retail era, physical retailers began to try to lay out dual-channel strategies by entering third-party rebate network platforms. From the perspective of pricing strategy and rebate strategy based on rebate network channels, a dual-channel sales model of retailers is built, the conditions for physical retailers to join the third-party rebate platform studied, the best selling price and the best rebate strategy provided by the third-party rebate platform to the consumers. Research shows that the 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 channel, to a mix of two sales channels, and eventually to a single physical channel strategy. The higher the degree of acceptability of consumer on rebate network channel, the greater the enthusiasm for cooperation between physical retailer and the third-party rebate platform. Finally, the results are further analyzed by numerical simulation.

Key words: network channel construction, upgrade transformation, pricing and rebate strategy, physical retailers