实体零售商入驻返利网络渠道的条件及策略

新零售时代实体零售商开始尝试通过入驻第三方返利网络平台的方式布局双渠道战略。基于返利网络渠道定价和返利策略这一视角，建立零售商双渠道销售模型，研究实体零售商入驻第三方返利平台的条件、商品最优售价及第三方返利平台向消费者提供的最佳返利策略。研究表明，消费者的低返利兑现率对实体零售商有利，随着返利兑现率的提高，实体零售商采取仅通过返利网络渠道销售商品，到两种销售渠道混合的策略，最终到单一的实体渠道策略的转变。消费者对返利网络渠道的接受程度越高，越能提高实体零售商与第三方返利平台合作的积极性。最后通过数值模拟进一步分析验证所得结论。

Conditions and Strategies of Physical Retailers Entering Rebate Network Channel

In the new retail era, physical retailers began to try to lay out dual-channel strategies by entering third-party rebate network platforms. From the perspective of pricing strategy and rebate strategy based on rebate network channels, a dual-channel sales model of retailers is built, the conditions for physical retailers to join the third-party rebate platform studied, the best selling price and the best rebate strategy provided by the third-party rebate platform to the consumers. Research shows that the physical retailers benefit from relatively low rebate commodity satisfaction rate. And with the increase of rebate commodity satisfaction rate, physical retailers adopt a strategy of selling goods only through rebate network channel, to a mix of two sales channels, and eventually to a single physical channel strategy. The higher the degree of acceptability of consumer on rebate network channel, the greater the enthusiasm for cooperation between physical retailer and the third-party rebate platform. Finally, the results are further analyzed by numerical simulation.