Evolutionary location and pricing strategies for service merchants in competitive O2O markets

doi:10.1016/j.ejor.2016.03.030

CSpace > 系统科学研究所

	Evolutionary location and pricing strategies for service merchants in competitive O2O markets
	He, Zhou 1,2; Cheng, T. C. E.2; Dong, Jichang 1; Wang, Shouyang1,3
	2016-10-16
发表期刊	EUROPEAN JOURNAL OF OPERATIONAL RESEARCH
ISSN	0377-2217
卷号	254 期号:2 页码:595-609
摘要	Attracting customers in the online-to-offline (O2O) business is increasingly difficult as more competitors are entering the O2O market. To create and maintain sustainable competitive advantage in crowded 020 markets requires optimizing the joint pricing-location decision and understanding customers' behaviours. To investigate the evolutionary location and pricing behaviors of service merchants, this paper proposes an agent-based competitive O2O model in which the service merchants are modeled as profit-maximizing agents and customers as utility-maximizing agents that are connected by social networks through which they can share their service experiences by word of mouth (WOM). It is observed that the service merchant should standardize its service management to offer a stable expectation to customers if their WOM can be ignored. On the other hand, when facing more socialized customers, firms with variable service quality should adopt aggressive pricing and location strategies. Although customers' social learning facilitates the diversity of services in O2O markets, their online herd behaviors would lead to unpredictable offline demand variations, which consequently pose performance risk to the service merchants. (C) 2016 Elsevier B.V. All rights reserved.
关键词	Agent-based modeling Service competition Customer behavior Location Pricing
DOI	10.1016/j.ejor.2016.03.030
语种	英语
资助项目	Hong Kong Polytechnic University[G-UA39]
WOS研究方向	Business & Economics ; Operations Research & Management Science
WOS类目	Management ; Operations Research & Management Science
WOS记录号	WOS:000377732300019
出版者	ELSEVIER SCIENCE BV
引用统计
文献类型	期刊论文
条目标识符	http://ir.amss.ac.cn/handle/2S8OKBNM/22896
专题	系统科学研究所
通讯作者	He, Zhou
作者单位	1.Univ Chinese Acad Sci, Sch Econ & Management, 80 Zhongguancun East Rd, Beijing 100190, Peoples R China 2.Hong Kong Polytech Univ, Dept Logist & Maritime Studies, Kowloon, Hong Kong, Peoples R China 3.Chinese Acad Sci, Acad Math & Syst Sci, 55 Zhongguancun East Rd, Beijing 100190, Peoples R China
推荐引用方式 GB/T 7714	He, Zhou,Cheng, T. C. E.,Dong, Jichang,et al. Evolutionary location and pricing strategies for service merchants in competitive O2O markets[J]. EUROPEAN JOURNAL OF OPERATIONAL RESEARCH,2016,254(2):595-609.
APA	He, Zhou,Cheng, T. C. E.,Dong, Jichang,&Wang, Shouyang.(2016).Evolutionary location and pricing strategies for service merchants in competitive O2O markets.EUROPEAN JOURNAL OF OPERATIONAL RESEARCH,254(2),595-609.
MLA	He, Zhou,et al."Evolutionary location and pricing strategies for service merchants in competitive O2O markets".EUROPEAN JOURNAL OF OPERATIONAL RESEARCH 254.2(2016):595-609.