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互联网和移动互联网时代,越来越多的商家在利用传统实体店渠道销售产品的同时也通过网络进行产品销售。在双渠道并存的情况下,消费需求会受到影响。线上销售增加了产品信息透明度和价格信息透明度。通过构建消费函数的分析,发现价格信息透明会减少基本消费需求并增加价格弹性,而产品信息透明对消费需求具有促进作用。从而提出了线上和线下销售渠道整合的思路。
In the era of the Internet and the mobile Internet, more and more businesses sell products through the network while using the traditional physical store channels to sell their products. In the coexistence of dual channels, consumer demand will be affected. Online sales increase the transparency of product information and price information transparency. Through the analysis of constructing consumption function, it is found that the transparent price information will reduce the basic consumption demand and increase the price elasticity, and the transparency of product information can promote the consumer demand. Thus proposed online and offline sales channels integration ideas.