新零售平台競爭策略

Abstract

隨著資訊科技的快速發展，近幾年來新零售的概念越來越受到關注，新零售就是利用數據資訊科技提升顧客的購買體驗，因此，在這篇論文中，我們提出了一雙佔模型來探討兩家新零售平台之間的競爭關係，我們透過兩家新零售平台是否投放廣告並且投放不同的廣告擊中率了解其可能對市場帶來的影響，並且在延展模型中我們探討忠誠顧客對新零售平台的影響。分析結果顯示，選擇廣告策略是他們的優勢策略，但廣告擊中率太高時反而對雙方平台都不利，當雙方都有忠誠顧客時，它們可以提供更高的廣告擊中率賺取更高的利潤。然而，選擇廣告策略可能導致不同的情境，當兩家平台沒有太多的忠誠顧客時，若競爭優勢較低的平台提供適度的購物體驗，且競爭優勢較高的平台提供夠高的購物體驗，它們可以創造雙贏。但當兩家平台擁有太多的忠誠顧客時，它們只會陷入囚犯困境，致使兩家的利潤都下降，卻再也無法創造雙贏，為了避免這種局面，購物體驗低的平台宜盡可能增加其忠誠顧客並提供較低的購物體驗，而購物體驗高的平台宜盡可能提供較高的購物體驗。本研究可以幫助新零售平台，依不同的市況選擇最佳的廣告策略，亦可提供它們管理與理論意涵，以及更深入的洞見。

With advance of information technology, the concept of “New Retail” has drawn more and more attention in recent years. The crucial concept of New Retail is to upgrade shopping experience and take advantage of the value of data and information technology to fulfill personalized needs. Therefore, in this study, we propose a game-theoretical model to study the advertising strategy of new retail platforms in duopoly market. Next, we extend the model to explore the impacts of loyal customers on both new retail platforms. Our results show that adopting advertising strategy is the dominant strategy for both new retail platforms whether they have loyal customers or not. However, both platforms are better off not offering too high hit rates. When they have loyal customers, they could offer higher hit rates to earn more profit. Adopting advertising strategies may lead them to various situations. When both platforms do not have too many loyal customers, both platforms may create a win-win situation when platform with less competitive advantage offers moderate shopping experience and platform with more competitive advantage offers high enough shopping experience. When they have too many loyal customers, they will not create a win-win situation anymore but may still face a prisoner’s dilemma if they compete intensely in shopping experience. Thus, to avoid such a situation, it is better for platform with lower shopping experience to increase its loyal customers as many as possible and offer lower shopping experience. However, it is better for platform with higher shopping experience to offer higher shopping experience since it benefits less from loyal customers. Our study may help new retail platforms adopt an appropriate strategy under various market circumstances, and provide some managerial implications and valuable insights.