曹文彬 姜冶

摘  要：移动互联网的快速普及带来了电商的高速发展，但同时，难以提供购物体验且运营成本并不低等问题正在限制传统电商的发展。文章基于全渠道背景，利用消费者效用函数建立开设体验店和直营店前后的利润模型，对比分析开设两种线下渠道模式对传统电商定价、需求量和退货量的影响，并从线下渠道设施固定成本、线上退货逆向物流成本、线上退货不便利成本、产品匹配率四个角度探讨传统电商两种线下渠道模式体验店和直营店的开设条件。

关键词：全渠道;体验店模式;直营店模式

中图分类号：F253    文献标识码：A

Abstract： The rapid popularization of the mobile Internet has brought about the rapid development of e-commerce， but at the same time， problems such as difficulty in providing a shopping experience and low operating costs are restricting the development of traditional e-commerce. Based on the omni-channel background， this article uses the consumer utility function to establish a profit model before and after the opening of experience stores and directly-operated stores， and compares and analyzes the impact of opening two offline channel models on traditional e-commerce pricing， demand and returns. It also discusses the conditions for the establishment of two offline channel model experience stores and direct-operated stores of traditional e-commerce from four perspectives： fixed cost of offline channel facilities， reverse logistics cost of online returns， inconvenient cost of online returns， and product matching rate.

Key words： omni-channel; experience store model; direct store model

0  引  言

近年來，随着互联网和移动互联网的快速普及，网络零售行业得到蓬勃发展，虽然网购可以让消费者享受到低廉的价格、送货上门等一系列的便利，但随着消费升级的到来，消费者格外关注消费体验。单一的线上渠道并不能满足消费者实体店体验式服务的需求，对传统电商公司而言，拓展线下渠道实现全渠道发展已势不可挡。许多巨头电商公司都已经意识到只保持现有线上渠道已行不通，开始纷纷布局线下渠道，实现多渠道或者全渠道营销，以提高客户消费者体验。目前电商公司主要采取两种线下模式，开设体验店和直营店，先线下体验后线上购买的体验店模式在国外比较流行，例如美国最大的线上钻石电商蓝色尼罗河、在线眼镜巨头Wakby Paker、互联网男装品牌Bonobos都已经开设线下体验店，而国内电商更多的是开设带有销售功能的直营店，例如京东家电，互联网手机品牌小米、线上服装品牌茵曼都加大线下直营店的投入。……