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

摘要： 针对由顾客展厅行为引起的线下零售商经营困难现象,考虑零售商提出增值服务和价格匹配策略以削弱展厅现象对其利润的负面影响。基于顾客效用理论,构建了双渠道供应链中制造商和零售商的定价决策模型,研究了顾客展厅行为、增值服务和价格匹配对企业决策的影响。研究表明提高顾客及时满足因子可同时提高零售商和制造商的利润;零售商提供增值服务可有效减少由展厅现象引起的销量转移,并增加自己利润,但会有损于制造商利润;然而,提供价格匹配并没有带来满意的效果,零售商提供价格匹配并不总会使自身受益,反而会在一定条件下提高制造商的利润;最后,数值实验结果表明在一定条件下,提供增值服务和价格匹配均可提高整条供应链的社会福利。

关键词: 展厅现象, 双渠道, 增值服务, 价格匹配