竞争环境下考虑增值消费的企业O2O渠道决策研究

doi:10.3969/j.issn.1007-7375.2022.03.003

工业工程 ›› 2022, Vol. 25 ›› Issue (3): 21-27,75.doi: 10.3969/j.issn.1007-7375.2022.03.003

竞争环境下考虑增值消费的企业O2O渠道决策研究

申成然, 张喻曼

重庆交通大学经济与管理学院，重庆 400047

收稿日期:2020-11-11 发布日期:2022-07-06
作者简介:申成然(1979—)，男，河南省人，副教授，博士，主要研究方向为闭环供应链管理、双渠道供应链管理
基金资助:
教育部人文社科资助项目 (18YJC630141)；重庆市科委基础与前沿研究计划资助项目 (cstc2014jcyjA20014)；重庆市教委科学技术研究资助项目 (KJ1400315)

A Research on O2O Channel Decisions of Enterprises Considering Value-added Consumption in Competitive Environment

SHEN Chengran, ZHANG Yuman

School of Economic and Management, Chongqing Jiaotong University, Chongqing 400074, China

Received:2020-11-11 Published:2022-07-06

摘要/Abstract

摘要： 研究竞争环境下两家企业在标准消费基础上为O2O消费者提供增值消费，探讨不同O2O渠道运营模式：仅提供标准消费、单一企业提供增值消费和同时提供增值消费，通过建立Hotelling模型得到不同模式下的企业最优决策。结果表明，增值消费会加剧企业间的价格竞争，并使企业的利润低于仅提供标准消费时的利润；对于企业而言，其是否提供增值消费需要结合企业的市场竞争策略、O2O渠道市场规模以及选择增值消费的消费者比例进行综合考虑。

关键词: 标准消费, 增值消费, Hotelling模型, O2O消费者

Abstract: Two enterprises providing value-added consumption for O2O consumers on the basis of standard consumption under the competitive environment are studied and the different operation modes of O2O channels discussed: only providing standard consumption, a single enterprise provides value-added consumption and two enterprises provide value-added consumption. Through the establishment of Hotelling model, the optimal decisions of enterprises under different modes are obtained. The results show that value-added consumption will aggravate the price competition among enterprises and make the profit of enterprises lower than when they only provide standard consumption; whether enterprises provide value-added consumption, combination with the enterprise's market competition strategy, O2O channel market scale and the proportion of consumers who choose value-added consumption, need to be considered.

Key words: standard consumption, value-added consumption, Hotelling model, O2O consumers

中图分类号:

F224

申成然, 张喻曼. 竞争环境下考虑增值消费的企业O2O渠道决策研究[J]. 工业工程, 2022, 25(3): 21-27,75.

SHEN Chengran, ZHANG Yuman. A Research on O2O Channel Decisions of Enterprises Considering Value-added Consumption in Competitive Environment[J]. Industrial Engineering Journal, 2022, 25(3): 21-27,75.

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竞争环境下考虑增值消费的企业O2O渠道决策研究

A Research on O2O Channel Decisions of Enterprises Considering Value-added Consumption in Competitive Environment

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