The concept “new retail” in e-commerce is to establish an offline channel and integrate it with the online retail channel. The development of new retail encounters three main problems: locations of the offline stores, the price competition with the traditional online retail, and the difficulty in consumer recognition in the two channels. In this paper, we present a duopoly model consisting of a new retail firm and an online firm, which sell the same product in two periods. The two firms compete for the market share using the behavior-based pricing (BBP), which means that in the second period each firm offers different prices to consumers with different purchasing histories/behaviors in the first period. We also solve the benchmark pricing model, where the histories/behaviors are not considered. The results of this paper provide valuable insights to the development of new retail in e-commerce. In the Nash equilibrium, each price of the new retail firm is higher than the corresponding price of the online firm due to a higher channel cost for the offline stores and high-speed deliveries. Under certain condition, the new retail firm will establish an offline channel with a larger hassle cost, which is a measure of the easiness of reaching the offline stores by the consumers, in the BBP model than that in the benchmark model. Interestingly, the difficulty in consumer recognition results in that the new retail firm occupies more market share and may obtain higher profit.

中文翻译：

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电子商务中的新零售与传统零售：渠道建立、价格竞争与消费者认可

电子商务中的“新零售”概念是建立线下渠道，并与线上零售渠道相结合。新零售发展面临三个主要问题：线下门店的选址、与传统线上零售的价格竞争以及消费者在两个渠道上的认同难。在本文中，我们提出了一个由新零售公司和在线公司组成的双头垄断模型，它们在两个时期销售相同的产品。两家公司使用基于行为的定价（BBP）竞争市场份额，这意味着在第二阶段，每个公司向第一阶段具有不同购买历史/行为的消费者提供不同的价格。我们还解决了不考虑历史/行为的基准定价模型。本文的研究结果为电子商务新零售的发展提供了有价值的见解。在纳什均衡中，由于线下门店的更高渠道成本和高速交付，新零售企业的每个价格都高于在线企业的相应价格。在一定条件下，新零售企业会建立一个麻烦成本更大的线下渠道，这是衡量消费者到达线下门店的难易程度，在BBP模型中比在基准模型中。有趣的是，消费者认可度的困难导致新零售企业占据更多的市场份额，并可能获得更高的利润。由于线下门店的更高渠道成本和高速交付，新零售企业的每一个价格都高于在线企业的相应价格。在一定条件下，新零售企业会建立一个麻烦成本更大的线下渠道，这是衡量消费者到达线下门店的难易程度，在BBP模型中比在基准模型中。有趣的是，消费者认可度的困难导致新零售企业占据更多的市场份额，并可能获得更高的利润。由于线下门店的更高渠道成本和高速交付，新零售企业的每一个价格都高于在线企业的相应价格。在一定条件下，新零售企业会建立一个麻烦成本更大的线下渠道，这是衡量消费者到达线下门店的难易程度，在BBP模型中比在基准模型中。有趣的是，消费者认可度的困难导致新零售企业占据更多的市场份额，并可能获得更高的利润。在 BBP 模型中比在基准模型中。有趣的是，消费者认可度的困难导致新零售企业占据更多的市场份额，并可能获得更高的利润。在 BBP 模型中比在基准模型中。有趣的是，消费者认可度的困难导致新零售企业占据更多的市场份额，并可能获得更高的利润。