摘要
近年来,随着体验经济的兴起以及消费者需求多样化和碎片化等特点,零售企业为提升运作效率积极探索新的转型方向,开通了多种新零售模式。其中,“线上下单,线下取货”(BOPS)模式作为新零售渠道融合的经典模式,能够实现电商平台和线下实体店之间用户流量转化、库存信息共享,以及满足消费者在不同场景下的一站式购物需求。文章通过梳理新零售理论与发展趋势,阐述新零售相关概念及供应链运作过程中存在的问题,分析传统零售与新零售之间的差异性。在新零售实践背景下,基于顾客体验效应构建双渠道和全渠道供应链博弈模型,重点探究供应链成员渠道选择策略,以及不同情形下最优定价与体验投资决策。研究发现:与传统双渠道相比,实施全渠道策略并不总是有利的,决策者要清楚消费者选择全渠道模式的真正动机。在满足参数约束的情形下,全渠道策略的开通有利于供应链参与者挖掘新的消费市场,并通过差异化定价方式提升系统利润。研究提出了新零售运营管理方面的政策建议,零售企业应打破线上线下的界限,构建无缝的用户体验,加强数字化技术的投入,与供应商建立长期稳定的合作关系,共同优化供应链流程,实现供应链协同效应。
In recent years,with the rise of the experience economy and the characteristics of diversified and fragmented consumer demand,retail enterprises have actively explored new transformation directions to improve operational efficiency and opened up various new retail models.Among them,the“buy-online-and-pick-up-in-store”(BOPS)model,as a classic model of integrating new retail channels,can achieve user flow conversion and inven-tory information sharing between e-commerce platforms and offline physical stores,as well as meet the one-stop shopping needs of consumers in different scenarios.This paper analyzes the differences between traditional retail and new retail by sorting out the theory and development trends of new retail,elaborating on the concepts related to new retail and the issues existing in the operation process.In the context of new retail practices,a dual channel and an omni-channel supply chain game model based on customer experience effects were established,focusing on exploring the channel selection strat-egies of supply chain members,as well as the optimal pricing and experiential investment decisions in different situations.The research results indicate that compared to traditional dual channel strategies,implementing omni-channel strategies is not always advantageous,and decision-makers need to be clear about the true motivation of consumers to choose omni-channel models.In addition,under the condition of satisfying parameter constraints,the opening of omni-channel strategy is beneficial for supply chain participants to explore new consumer markets and improve system profits through differentiated pricing.Finally,policy recommendations for new retail operation management were proposed.Retail enterprises should break the boundaries of online and offline to create a seamless user experience,strengthen investment in digital technology,establish long-term and stable cooperative relation-ships with suppliers,jointly optimize supply chain processes,and achieve synergistic effects in the supply chain.
作者
许桂涛
康凯
Xu Guitao;Kang Kai(School of Economics and Management,Hebei University of Technology,Tianjin 300401,China)
出处
《当代经济管理》
CSSCI
北大核心
2024年第5期43-52,共10页
Contemporary Economic Management
基金
国家社会科学基金项目“税收差异下跨国供应链采购策略研究”(23FGLB076)。
关键词
体验经济
新零售
全渠道供应链
BOPS
运营策略
experience economy
new retail
omni-channel supply chain
BOPS
operation strategy
