关键词: 展厅现象, 双渠道, 增值服务, 价格匹配

Abstract: Aiming at the operation difficulties of offline retailers caused by the showrooming,some brick-and-mortar retailers offer value-added services and price matching policies  were propased in response to reduce negative effects of showrooming.The optimal pricing strategies for the manufacturer and the retailer were constructed based on the consumer utility theory.Effects of retailer's value-added services,price matching and consumer's show rooming behaviors on channel competition were also studied.It showed that improving consumers' fashion factor could increase both retailer's profit and manufacturer's profit.In addition,the value-added services provided by the retailer could effectively diminish sales loss caused by showrooming and increase the retailer's profit.While offering value-added services would hurt the manufacturer's profit.However,the price matching policy offered by the retailer did not benefit for himself,on the contrary,it would increase manufacturer's profit under certain condition.Numerical examples demonstrated that providing value-added services and price matching could benefit the social welfare of the entire supply chain under certain conditions.

Key words: showrooming, dual-channel, value-added service, price matching