|
|
|
| Dynamic Operational & Marketing Strategies of O2O Supply Chain Considering Altruistic Behavior under the Phenomenon of Showrooming |
| MA Deqing，HU Jinsong |
| Qingdao University, Qingdao, Shandong, China |
|
|
|
|
Abstract Incorporating the phenomenon of showrooming and the reference quality effect inconsumers’ shopping process, a differential game model between the manufacturer, brick-and-mortar store and e-commerce platform is constructed.And the manufacturer’s quality strategy, brick-and-mortar store’s experiential marketing service strategy and e-commerce platform’s big-data marketing service strategy as well as corporates’ performance under the three modes of centralization, decentralization and altruism are solved and compared. The study findsthat the showrooming phenomenon will damage the profits of manufacturer and brick-and-mortar store, and will affect the long-term profitability of e-commerce platform due to consumers’ reference quality effect. To this end, the countermeasures for showrooming phenomenon are proposed from the tactical and strategic levels so as to improve supply chain performance in all aspects and achieve all-channel win-win results.
|
|
Received: 01 December 2019
|
|
|
|
|
|
|
