摘要
为了给顾客提供更好的购物体验,众多零售商引入了线上下单-线下提货(BOPS)购物渠道,从而使有限的线下库存面对来自多个渠道的需求.引入BOPS渠道是否对零售商有益,以及对线下有限库存服务决策优化尚缺乏研究.本研究考虑一个零售商和两类顾客,一类顾客为仅通过实体商店购买商品的实体店顾客,另一类为策略性地在各种渠道中进行选择的全渠道顾客.现有全渠道研究多假设零售商的线下库存优先满足实体店顾客需求,本研究将线下有限库存优先服务全渠道顾客需求策略(OPS)、优先服务实体店顾客需求策略(SPS)、按比例服务两类顾客需求策略(EPS)纳入考虑,与传统文献对比,发现引入BOPS并不完全对零售商有益,零售商实体店密度(决定顾客的商店访问成本)和配送中心的密度(决定顾客的线上等待成本)会对零售商收益造成影响.若顾客的线上等待成本与商店访问成本均较低,且商店访问成本更低时,零售商采用EPS和SPS服务策略会提高零售商利润,同时提高实体店顾客和全渠道顾客的消费者剩余.
In order to provide customers with a better shopping experience,many retailers have introduced the buy online and pick up in store(BOPS)shopping channel,so that the limited offline inventory is faced with multiple channels demand.Whether the introduction of BOPS channel is beneficial to retailers and how to fully utilize offline limited inventory is still lacking research.This study considers a retailer and two customer segments:physical store customers who purchase goods only through physical stores,and omnichannel customers who choose among various channels strategically.Most existing omnichannel research assume that retailers’offline inventory satisfies offline channels with priority.This paper takes three service strategies into consideration,including store customer priority strategy(SPS),omnichannel customer priority strategy(OPS),and equal priority strategy(EPS).Compared with the traditional literature,it is found that the introduction of BOPS is not entirely beneficial to the retailer.The density of physical store(determining the customer’s store visiting cost)and distribution center(determining the customer’s online waiting cost)affect the retailer’s revenue.Moreover,it is found that if customers’online waiting costs are low,and store visit costs are even lower,the introduction of BOPS channels with SPS and EPS can increase the retailer’s profits,while simultaneously increasing the consumer surplus for both store customers and omnichannel customers.
作者
李建斌
李洪轩
宋向荣
郑宇婷
LI Jian-bin;LI Hong-xuan;SONG Xiang-rong;ZHENG Yu-ting(School of Management,Huazhong University of Science and Technology,Wuhan 430074,China;School of Economics and Management,Wuhan University,Wuhan 430072,China;School of Economics and Management,Fuzhou University,Fuzhou 350108,China)
出处
《管理科学学报》
CSSCI
CSCD
北大核心
2024年第8期46-56,共11页
Journal of Management Sciences in China
基金
国家重点研发计划资助项目(2023YFB3308300)及其子课题项目(2023YFB3308301)
国家自然科学基金资助项目(72301074)
制造服务融合供应链理论研究(SQ2023YFB3300003)。
