Abstract：To study the introduction and pricing strategies of community e-commerce under quality-differentiated competition from the perspective of an offline store, this article constructs a supply chain consisting of an offline store, a community e-commerce platform, and two types of customers: offline-only customers and omnichannel customers. The findings are as follows: when the platform’s product quality or the store’s product cost is relatively high, the store will adopt a niche market strategy, selling products to offline-only customers at a high price and acting as an agent for the self-pickup business of the platform. When the commission rate is high, the store will choose to introduce community e-commerce, and it will not increase the store’s pricing. The increase in the store’s product cost and the quality-differentiated competition will promote the store to introduce community e-commerce. When the store’s product cost is low, the quality-differentiated competition will first decrease and then increase the store’s profit, and the introduction of community e-commerce will benefit both the store and the platform simultaneously under intense quality-differentiated competition.
戴宾，王璇，徐思婕，陈金枝. 线下门店视角下质量差异化竞争的社区电商引入及定价策略研究[J]. 管理学报, 2025, 22(10): 1920-.
DAI Bin，WANG Xuan，XU Sijie，CHEN Jinzhi. Introduction and Pricing Strategies of Community E-Commerce under Quality-Differentiated Competition from the Perspective of Offline Store. Chinese Journal of Management, 2025, 22(10): 1920-.
