摘要
为深度融合线上线下渠道满足异质性顾客无缝的渠道转换和跨渠道体验,本文研究了新零售背景下全渠道线上购买线下提货(buy online and pick-up in store,简称BOPS)模式的策略优化问题.针对异质性顾客多重交互行为特性,构建了多阶段双寡头斯坦伯格博弈模型,对比分析了四种均衡策略组合,探究了异质性顾客(即品牌偏好、时间敏感以及距离敏感)多重交互行为(即订购行为、退货行为、换货行为和交叉购买行为)对竞争零售商最优定价、退货决策以及利润的影响,建立了老牌零售商和新进入零售商施行BOPS实现双赢的策略模型.研究结果表明:1)BOPS改变了异质性顾客渠道偏好,诱发了渠道转移效应,更适用于销售退货率较高的产品类型;2)面对不同的退(换)货率,竞争零售商可利用BOPS实现不同价格调控功能.3)竞争的零售商部署BOPS渠道时应视交叉销售利润、退货率以及BOPS渠道的便利性为重要特性以调控退货策略;4)部署BOPS渠道的竞争均衡配置取决于退(换)货率和产品差异化程度.本研究实现了利润最大化和顾客满意度最大化,为全渠道零售企业发展提供了理论依据和实践价值.
In order to fully integrate online and offline channels to suit various customers'seamless channel switching and cross-channel experience,this article investigates the optimization problem of the buy online and pick-up in store(BOPS)model in the context of new retail.A multi-stage duopoly Stackelberg game model is created to compare and analyze four equilibrium strategy pairings in order to investigate the effects of various interactions(i.e.,ordering behavior,return behavior,exchange behavior,and cross-purchase behavior)of heterogeneous customers(i.e.,brand preference,time sensitivity,and distance sensitivity)on the optimal pricing,return decision,and profit of competing retailers.For the implementation of BOPS,a win-win strategy is created for both seasoned shops and newcomersT.he results imply that:1)BOPS alters heterogeneous customers'channel preferences,induces channel shift effects,and is better suited for selling product types with higher return rates;2)BOPS can be used by rival retailers to carry out various price regulation functions in the presence of different return(exchange)rates.3)Competing retailers should deploy the BOPS with cross-selling margins,return rates,and the convenience of the BOPS channel as important characteristics to regulate return strategies;4)The competitive equilibrium configuration for deploying the BOPS depends on the return(exchange)rate and the degree of product differentiation.This study achieves profit and customer satisfaction maximization,providing theoretical basis and practical value for the development of omnichannel retail enterprises.
作者
葛晨晨
朱建军
GE Chenchen;ZHU Jianjun(School of Economics and Management,Nanjing University of Aeronautics and Astronautics,Nanjing 21l106,China)
出处
《系统工程理论与实践》
EI
CSSCI
CSCD
北大核心
2023年第5期1395-1413,共19页
Systems Engineering-Theory & Practice
基金
国家自然科学基金(72071106)
江苏省社科应用研究精品工程人才发展专项(22SRB-006)。
关键词
全渠道零售
BOPS
竞争均衡
异质性
交互行为
omnichannel retail
BOPS(buy online and pick-up in store)
competitive equilibrium
heterogeneity
interactive behavior
