發(fā)布時間：2018-04-23 04:12

  本文選題：線上/線下 + 銷售渠道　； 參考：《現(xiàn)代管理科學》2015年07期

【摘要】：隨著互聯(lián)網(wǎng)等新興技術的普及,應用互聯(lián)網(wǎng)、移動網(wǎng)絡等開展業(yè)務的O2O模式也越來越受到企業(yè)及追捧,然而,O2O模式是否是幫助企業(yè)實現(xiàn)利潤最大化的有效途徑呢?文章運用博弈論的方法,分別分析了壟斷市場和寡頭競爭市場上,采取單一銷售渠道和混合銷售渠道的商家的利潤分布情況,發(fā)現(xiàn)只有當市場已經(jīng)較為成熟,大多數(shù)消費者具有上網(wǎng)購物的條件及傾向時,線上銷售才會產(chǎn)生優(yōu)于傳統(tǒng)銷售的利潤優(yōu)勢。而只有當消費者的購物傾向系數(shù)大于某一閥植時,商家才有動機采取混合銷售的模式。因此,商家一定要根據(jù)自身的優(yōu)劣勢及環(huán)境情況來合理的選擇線上線下銷售渠道,才能實現(xiàn)利潤最大化的目標。
[Abstract]:With the popularity of emerging technologies such as the Internet, the application of the Internet, mobile networks and other business O2O mode is more and more popular among enterprises, but whether the O2O model is an effective way to help enterprises to maximize profits? Using the method of game theory, this paper analyzes the distribution of profit of the monopolized market and the oligopoly competitive market, and finds that only when the market is mature, When most consumers have the condition and tendency of shopping online, the profit advantage of online sales is superior to that of traditional sales. But only when the consumer's shopping tendency coefficient is larger than a valve planting, the businessman has the motive to adopt the mixed sale pattern. Therefore, businesses must choose the online and offline sales channels reasonably according to their own advantages and disadvantages and environmental conditions, in order to achieve the goal of profit maximization.
【作者單位】： 中國人民大學商學院;北京交通大學經(jīng)濟管理學院;
【分類號】：F724.6;F224.32

【共引文獻】

相關期刊論文 前7條

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本文編號：1790387