摘要
在线上购买、线下取货(buy-online and pick-up-in-store,BOPS)的全渠道模式下,考虑消费者存在交叉购买行为,即线上消费者线下取货时在实体店产生的额外消费行为,电商平台和零售商的协调问题.传统收益共享契约(revenue sharing,RS)只是单方面的上下游企业之间的收益共享,针对BOPS零售系统中消费者的交叉购买行为给零售商带来了额外收益,基于传统RS契约,设计了一种新的协调机制——双边收益共享契约(bilateral revenue sharing,BRS),即电商平台将BOPS产生的收益分享给零售商,同时零售商将线下交叉销售收益分享给电商平台,形成线上和线下渠道、电商平台和零售商的双向共享机制.研究发现:当BRS契约的两个契约参数其中一个取0时即退化为传统RS契约,而此时传统RS契约无法协调全渠道BOPS系统,BRS契约则可以在线下实体店的边际交叉销售收益不高时使系统达到协调.进一步,又考虑了两部收费契约(two-part tariff,TPT)和RS契约组成的混合契约(mixed contract,MC).研究结果表明:当系统的边际交叉销售收益较小时,采用BRS契约可以使全渠道BOPS系统达到协调;当边际交叉销售收益相对较大时,采用MC契约可以使系统达到协调;而当边际交叉销售收益处于中等水平时,采用BRS契约或者MC契约则取决于电商平台与零售商的谈判能力.
This paper investigates the coordination problem between an online platform and a retailer in the omnichannel retailing with the introduction of buy-online and pick-up-in-store(BOPS).We consider customers’ cross-buying behaviors that online customers will buy extra products when picking up products in store.In the traditional revenue sharing contract(referred to as RS),the revenue is shared between the upstream and downstream members.However,considering customers ’ cross-buying behaviors in the BOPS retailing,the downstream retailer gains an extra revenue.Thus,we designed another mechanism—The bilateral revenue sharing contract(referred to as BRS) to coordinate the proposed system.With the BRS contract,the e-commerce platform shares its BOPS revenue with the retailer and the retailer shares its cross-selling revenue with the platform.The results show that:The BRS contract degenerates into the RS contract when the one of parameter equal to 0 and it cannot coordinate the BOPS system,while the BRS contract can coordinate the system when the margin revenue of the cross-selling is low.Furthermore,we discuss another contract,the Mixed contract(referred to as MC),based on the RS and TPT.We find that the BRS contract can coordinate the system when the margin revenue of the cross-selling is low,the MC does when the margin is not too high,and when the margin is below the medium level,whether to adopt the BRS contract or the MC contract depends on the bargain power of the e-commerce platform.
作者
李建斌
郭培强
陶智颖
LI Jianbin;GUO Peiqiang;TAO Zhiying(School of Management,Huazhong University of Science and Technology,Wuhan 430074,China)
出处
《系统工程理论与实践》
EI
CSSCI
CSCD
北大核心
2021年第11期2887-2901,共15页
Systems Engineering-Theory & Practice
基金
国家自然科学基金重点项目(71831007),国家自然科学基金面上项目(72071085)。
关键词
全渠道BOPS
交叉销售
渠道协调
双边收益共享契约
两部收费契约
omni-channel BOPS
cross-selling
channel coordination
bilateral revenue sharing contract
two-part tariff contract
