摘要
线上线下渠道与现代物流是构成"新零售"的核心要素。假设零售商通过现有线上线下渠道销售产品,考虑网上订单配送过程中不存在物流中断和存在物流中断两种情况,分析零售商渠道选择决策(增设顾客自提渠道与否)和价格策略(线上线下分散定价vs同价)。研究表明,(1)增设顾客自提渠道有利于缓解物流拥堵,但零售商能否获得更多利润,则取决于运输成本、顾客到实体店成本、顾客自提补贴等因素;(2)当运输成本较低或顾客易于到达实体店,零售商偏好于线上线下同价策略;反之,零售商偏好于线上线下分散定价;(3)考虑配送过程中物流中断成本,能让顾客自提渠道的价值进一步体现,也使零售商更偏好于线上线下分散定价。
Online and offline channels and modern logistics constitute the core elements of " new retail " .Assuming that oneretailer sells products through existing online and offline channels , and consideringthe existence of logistics interruptionin the online distribution process and the absence of logistics disruptions , we analyze the retailer ' s channel selection deci -sion ( Adding Online - to - store channel or not ) and the price strategy ( Decentralized pricing vs Uniform pricing strategy ) .The study shows that :(1 ) Adding Online - to - store channel can ease the logistics congestion , but whether the retailer canget more profits or not , depending on the unit shipping cost , customer inconvenience cost , and the allowance. (2 ) The re -tailers prefer to uniform pricing strategy if the unit shippingcost or the customer inconvenience cost is low , or , decentral -ized pricing. ( 3 ) If the cost of logistics disruption is involved , the value of online - to - store channel will be magnified.And ,the retailer will be more prone to decentralized pricing strategy.
作者
李柏勋
严筱
南雅如
LI Bo-xun;YAN Xiao;NAN Ya-ru(School of Business Administration,Guangdong University of Finance and Economics,Guangzhou 510320,China)
出处
《系统工程》
CSSCI
北大核心
2018年第7期19-29,共11页
Systems Engineering
基金
国家自然科学基金资助项目(71401042)
教育部人文社科青年项目(13YJC630068)
广东省自然科学基金资助项目(2014A030313606)
广东省教育厅青年创新人才项目(人文社科)(2016WQNCX043))
关键词
线上线下
分散定价
同价
自提渠道
物流中断
Online and Offline
Decentralized Pricing Strategy
Uniform Pricing Strategy
Online-to-store Channel
Logistics Disruption
