基于消费者需求的展厅模式可行性研究及策略分析

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英文篇名：Feasibility Study and Strategy Analysis of Showroom Mode Based on Consumer Demand 作者：张琴义 ; 曹稳 英文作者：Zhang Qinyi;Cao Wen;Anhui Science and Technology University; 关键词：消费者需求 ; 双渠道 ; 展厅模式 ; 价格 ; 服务 英文关键词：consumer demand;;dual-channel;;showroom;;price;;service 中文刊名：XBJX 英文刊名：Journal of Heilongjiang University of Technology(Comprehensive Edition) 机构：安徽科技学院; 出版日期：2019-06-17 出版单位：黑龙江工业学院学报(综合版) 年：2019 期：v.19 基金：安徽科技学院引进人才项目(编号:JZYJ201701; GLYJ201801) 语种：中文; 页：XBJX201906010 页数：6 CN：06 ISSN：23-1599/Z 分类号：51-56

摘要

从消费者需求的影响因素出发,构建消费者的需求函数,探讨企业在传统双渠道基础上实施展厅模式的最优市场条件,并对不同模式下的最优策略进行探讨分析。研究结果表明:若开设展厅的前期投资成本不是很高,且消费者对产品体验的需求不是很大时,企业可以选择展厅模式,且展厅内的服务水平高于传统实体店,同时产品的价格也会上升,销量增加。同时,企业在制定最优策略时,需要对市场中的消费者特性进行准确定位,才能更好地提高企业的适应能力和市场竞争能力。
        This paper established a consumer demand function from the perspective of factors influenced consumer demand,and explored the best market situation and time for showroom on the basis of traditional dual-channel. It analyzed the optimal strategies for different sales model. The results show that when the investment cost of opening showroom is not very high,and the demand of consumers for product experience is not very large,enterprises can choose showroom. After the showroom was opened,the service should be improved. At the same time,when making the optimal strategies,enterprises need to accurately locate the characteristics of consumers in the market in order to better improve the adaptability and market competitiveness of enterprises.

引文

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