CAJ | 학술논문

在本地生活服务类企业受到互联网电子商务严重冲击的背景下，O2O是此类企业进一步发展的一种新形式。因此，需研究新渠道与传统渠道共同作用下，各个渠道应如何进行定价。结合新型移动商务环境下相较于传统零售方式所新增的SoLoMo的特点，总结出消费者双渠道选择过程中的效用函数。通过数学建模的方法，定量的求解出双渠道的均衡价格。其中，价格越低的商品，越适合开展O2O。而随着移动互联网普及率的不断提高，开展O2O不仅提升线下渠道的利润，其线上渠道的利润亦不断提升。
재본지생활복무류기업수도호련망전자상무엄중충격적배경하，O2O시차류기업진일보발전적일충신형식。인차，수연구신거도여전통거도공동작용하，각개거도응여하진행정개。결합신형이동상무배경하상교우전통령수방식소신증적SoLoMo적특점，총결출소비자쌍거도선택과정중적효용함수。통과수학건모적방법，정량적구해출쌍거도적균형개격。기중，개격월저적상품，월괄합개전O2O。이수착이동호련망보급솔적불단제고，개전O2O불부제승선하거도적리윤，기선상거도적리윤역불단제승。
Nowadays,the local life service enterprises suffer the serious impact of Internet e-commerce.O2O as a new form occurs for further development.It is important to research on the dual channel pricing strategy in the background of the interaction of the new channel and traditional channel.We find out the characteristic of the new channel-SoLoMo and determine the utility functions.Through the method of mathematical modeling,we solve the equilibrium price of double channel.We find that the lower the price of commodities,the more suitable for O2O.It is not only improves the off-line’s profit but also the on-line’s profit when the mobile internet penetration rate increases.