The Research On O2O Pricing Mechanism Of Experienced Services

With the pervasive application of the Internet especially the mobile Internet,consumers' consumption custom is changing.In order to cater to the change,product or service providers are changing their managing pattern constantly as well.They are making their effort to create the Internet channel on the basis of the traditional channel.Traditional e-commerce is a logistics-based Internet business model,which serves entity products and cannot adapt to those products or services needing consumers' experience in the store.Therefore,a new e-commerce model who enables paying online and experiencing offline,called O2 O,has ariesd and achived great success in business world.Nowadays,O2 O business model has covered almost every aspect of consumers' life and provided convenience in different areas,such as creature comforts,household finances,wedding and maternal commodities,health and beauty industry and so on.In the year of 2015,the user scale of mobile O2 O in China has reached 750 million,accounting for 65.2% of the whole user scale of mobile Internet.Along with the accelerating development of mobile O2 O,the ratio will continue to increase in the future.The existing researches about O2 O mainly focus on five aspects,including basic concepts,classifications,applications,key technologies and future development.Meanwhile,classical dual-channel supply chain theory in most cases is used to study logistics-based e-commerce.What's more,though most researches about dual-channel supply chain pricing on the basis of O2 O have considered some features of this new business model and tried to give decision analysis to O2 O business model,their recognition of its service,local and experienced characters is still not enough,or haven't studied the influencing factors of the new dual-channel supply chain systematically.In order to solve the problems mentioned above,this research studied the pricing mechanism of O2 O business model in the area of experienced services.Main work is as following:(1)Study the basic theories about classical dual-channel supply chain,O2 O business model and O2O-based dual-channel supply chain pricing.Aiming at their weaknesses,propose to make the research on the pricing mechanism of O2 O when experienced service providers use both traditional business model and O2 O business model to make their marketing effort.In this way,it will be able to focus on the experience feature of O2 O business model and optimize existing researches.(2)Analyze the consumption process of experienced service from both the aspect of traditional business model and the aspect of O2 O business model.As exsiting studies of O2 O only select influencing factors randomly,it's not rational to some extent.By combing the consumption process,this study is able to construct a comprehensive index system of consumer utility of experienced service.(3)Construct the basic consumer utility model of experienced service by setting related parameters according to the comprehensive index system of consumer utility.(4)Construct the profit model for experienced service when service providers adopt O2 O business model on the basis of the consumer utility model,the Hotelling linear model and the cost.(5)Study how different parameters affect the optimal O2 O pricing strategy and the profits of different market subjects both quantitatively and qualitatively by considering different market structure of experienced service,and finally make a research on the O2 O pricing mechanism.This research make feasible and scientific proposals to experienced service providers when they try to apply O2 O business model on the basis of theory analysis.In this way,it can promote the development of providers' O2 O strategy as well as improve consumers' consumption experience when they try to purchase experienced services.Thus,we can make a contribution to establish an improved O2 O business model mechanism and promote the innovation of e-commerce application.