Research On The Simulation And Optimization Of Customer Perception In Omni-Channel Retailing

In recent years,the entity retail sales continue to decline in China,due to the rapid development of electronic commerce,rising costs and strong business competition.At the same time,network economy has significant influence on the way of commodities circulation.Retail enterprises are facing problems to combine the real economy effectively with the digital transformation.With the development of the retail industry,Omni-Channel Retailing,combined with the physical channels,e-commerce,information media channels,came into being.Researches on customer purchasing behavior suggests that retailers should focus on customers' shopping experience under the new situation,and improve customers perceived value,to stress customer satisfaction and promote the user transformation.Therefore research on the relationship between customers perceived value and customers' behavior in Omni-Channel Retailing has great significance to the successful realization of channel transformation.This paper put discusses on how does the adjustment of retails' marketing strategy influence customer perceived value and customer purchasing behavior in Omni-Channel Retailing.Suggestions are put forward for retailers to develop effective marketing strategies through the simulation and optimization analysis of customer perception.In order to achieve the above research,mainly studies carried out are as follows.(1)Based on the traditional purchasing process models,and combining with the characteristics of Omni-Channel Retailing,a new consumer purchasing process model is established from the perspectives of customers and retails,to analysis the consumers' behavior and the mechanism of the influence of retailers' marketing strategy.(2)Influence factors of customer perceived value in Omni-Channel Retailing are analyzed from the dimensions of service perception,product perception,promotion perception,environment online perception and environment offline perception.Thus index weights of customer perceived value are obtained by means of an Improved Rank Correlation Analysis.(3)Based on the analysis of the consumers' perception dynamic mechanism in Omni-Channel Retailing,the flow diagram is established with the method of the System Dynamics(SD)simplified rate-variable fundamental in-tree modelling,and the equations of customer perception dynamic model is set up.Simulation is carried out in the case of a retail company,the variable control and output of the model are discussed to put forward suggestions for retailers to develop effective marketing strategies,improve customer perceived value and achieve sales growth.Based on the analysis of Omni-Channel Retailing and customers' perception elements,customer perception system dynamics model is set up in this paper.The model can help retails to predict the effect of marketing strategy and will contribute to the coordination through various channels to enhance customer satisfaction and purchase intention.