| 考虑体验效应的制造商线下体验店选择 |
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| 引用本文： | 申风平,常笑笑,徐广业.考虑体验效应的制造商线下体验店选择[J].科技促进发展,2020,16(1):89-95. |
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| 作者姓名： | 申风平 常笑笑 徐广业 |
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| 作者单位： | 兰州理工大学 经济管理学院 兰州 730050;南京邮电大学 管理学院 南京 210003 |
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| 基金项目： | 国家自然科学基金青年项目（71401143）：基于消费者渠道迁徙行为的双渠道供应链合作策略，负责人：徐广业。 |
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| 摘 要： | 针对越来越多的品牌制造商开设线下体验店，考虑线下体验店对消费者购买决策行为的影响，运用消费者效用理论分别构建线下体验店开设前后电子零售商与上游制造商的利润决策模型,研究制造商线下体验店选择问题。研究发现：若消费者线下体验成本和线下体验店开设成本都较低，或是在消费者线下体验成本较低下，体验店开设成本虽然较高但若线下体验效应较大，制造商都将选择开设线下体验店并促使供应链成员达到双赢。此外，即使消费者线下体验成本和线下体验店开设成本都较高，但若线下体验效应足够大，制造商也可能会选择线下体验店。
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| 关 键 词： | 线上线下 供应链管理 线下体验 体验效应 体验店 |
| 收稿时间： | 2019/10/14 0:00:00 |
| 修稿时间： | 2019/12/12 0:00:00 |
Showrooms Selection for Manufactures with Experience Effect |
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| SHEN Feng-ping,Chang Xiao-xiao and XU Guangye.Showrooms Selection for Manufactures with Experience Effect[J].Science & Technology for Development,2020,16(1):89-95. |
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| Authors: | SHEN Feng-ping Chang Xiao-xiao and XU Guangye |
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| Institution: | School of Economics and Management, Lanzhou University of Technology, Lanzhou 730050; School of Management,Nanjing University of Posts and Telecommunications, Nanjing 210003 |
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| Abstract: | Considering manufacturers to open showrooms in offline, decision models are established for supply chain members before and after opening showrooms with the impact of showrooms on consumers'' purchase decision behavior by consumer utility theory to study showrooms selection for manufactures. The results showed that showrooms will be beneficial to e-tailers and manufacturers for not high enough consumer experience cost and cost of showrooms. In addition, even if consumer experience cost and cost of showrooms are high, manufactures will also establish showrooms with strong experience effect. |
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| Keywords: | online and offline supply chain management offline experience experience effect showroom |
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