基于BOPS的全渠道供应链结构研究
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摘要
针对全渠道模式下实施"线上购买,线下取货"的供应链结构问题进行研究,分别探讨仅在线上销售和线上线下相结合两种情况,分析"线上购买,线下取货"的实施对零售商价格、需求和收益的影响。研究表明:实施"线上购买,线下取货"策略并不总是对零售商是有利的;对仅在线上销售的情况,当实施该策略的单位处理成本较低时,零售商收益更高;对线上线下相结合的情况,当实施该策略的单位处理成本和消费者通过该渠道购买的麻烦成本均较低时,零售商收益更高;且在这两种情况下消费者对线上线下产品的估值差异越小,实施该策略对零售商越有利。
This paper studies the supply chain structure with Buy-Online-and-Pick-up-in-Store(BOPS)under omni-channel retailing.Two scenarios are discussed,namely the online only sales and combination of the online and offline channels,to analyze the impact of the BOPS strategy on price,demand and profit of a retailer.The results show that BOPS is not always beneficial to the retailer.For the scenario of online only sales,the retailer can benefit more when the unit handling cost of implementing BOPS is lower.For the scenario of combination of the online and offline channels,the retailer is more profitable when both the unit handling cost of implementing BOPS and the hassle costs of consumers choosing the BOPS channel are lower.In both scenarios,the smaller the difference between consumers' valuation of online and offline products is,the better the retailer implements the strategy.
This paper studies the supply chain structure with Buy-Online-and-Pick-up-in-Store(BOPS)under omni-channel retailing.Two scenarios are discussed,namely the online only sales and combination of the online and offline channels,to analyze the impact of the BOPS strategy on price,demand and profit of a retailer.The results show that BOPS is not always beneficial to the retailer.For the scenario of online only sales,the retailer can benefit more when the unit handling cost of implementing BOPS is lower.For the scenario of combination of the online and offline channels,the retailer is more profitable when both the unit handling cost of implementing BOPS and the hassle costs of consumers choosing the BOPS channel are lower.In both scenarios,the smaller the difference between consumers' valuation of online and offline products is,the better the retailer implements the strategy.
引文
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[2]BELL D R,GALLIA S,MORENO A.How to Win in an Omnichannel World[J].MIT Sloan Management Review,2014,56(1):45-53.
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[15]ZHOU Y W,GUO J,ZHOU W.Pricing/Service Strategies for a Dual-Channel Supply Chain with Free Riding and Service-Cost Sharing[J].International Journal of Production Economics,2018,196:198-210.
[16]LI B,CHEN P,LI Q,et al.Dual-Channel Supply Chain Pricing Decisions with a Risk-Averse Retailer[J].International Journal of Production Research,2014,52(23):7 132-7 147.
[17]LIU M,CAO E,SALIFOU C K.Pricing Strategies of a Dual-Channel Supply Chain with Risk Aversion[J].Transportation Research Part E:Logistics and Transportation Review,2016,90:108-120.
[18]YU Y,LIU J,HAN X,et al.Optimal Decisions for Sellers Considering Valuation Bias and Strategic Consumer Reactions[J].European Journal of Operational Research,2017,259(2):599-613.
[19]浦徐进,龚磊.消费者“搭便车”行为影响下的双渠道供应链定价和促销策略研究[J].中国管理科学,2016,24(10):86-94.
[20]曹二保,郑健哲,马玉洁,等.双渠道供应链应对需求扰动的协调机制研究[J].管理学报,2014,11(2):267-273.
[21]XU G,DAN B,ZHANG X,et al.Coordinating a Dual-Channel Supply Chain with Risk-Averse under a Two-Way Revenue Sharing Contract[J].International Journal of Production Economics,2014,147(1):171-179.
[22]DAVID A,ADIDA E.Competition and Coordination in a Two-Channel Supply Chain[J].Production Operations Management,2015,24(8):1 358-1 370.
[23]CHEN J,ZHANG H,SUN Y.Implementing Coordination Contracts in a Manufacturer Stackelberg Dual-Channel Supply Chain[J].Omega,2012,40(5):571-583.
[24]BRYNJOLFSSON E,HU Y J,RAHMAN M S.Competing in the Age of Omnichannel Retailing[J].MIT Sloan Management Review,2013,55(4):23-29.
[25]GALLINO S,MORENO A.Integration of Online and Offline Channels in Retail:The Impact of Sharing Reliable Inventory Availability Information[J].Management Science,2014,60(6):1 434-1 451.
[26]GALLINO S,MORENO A,STAMATOPOULOSI.Channel Integration,Sales Dispersion,and Inventory Management[J].Management Science,2017,63(9):2 813-2 831.
[27]CHATTERJEE P,KUMAR A.Consumer Willingness to Pay Across Retail Channels[J].Journal of Retailing and Consumer Services,2017,34:264-270.
[28]BELL D R,GALLINO S,MORENO A.Offline Showrooms in Omnichannel Retail:Demand and Operational Benefits[J].Management Science,2018,64(4):1 629-1 651.
[29]AFLAKI A,SWINNEY R.Inventory Integration with Rational Consumers[EB/OL].(2016-09-23)[2019-01-02].http://dx.doi.org/10.2139/ssrn.2842182.
[30]范辰,刘咏梅,陈晓红.考虑向上销售和渠道主导结构的BOPS定价与服务合作[J].中国管理科学,2018,26(3):101-108.
[31]金亮,张旭梅,李诗杨.不对称信息下线下到线上O2O供应链佣金契约设计[J].管理学报,2017,14(6):908-915.
[2]BELL D R,GALLIA S,MORENO A.How to Win in an Omnichannel World[J].MIT Sloan Management Review,2014,56(1):45-53.
[3]VERHOEF P C,KANNAN P K,INMAN J J.From Multi-Channel Retailing to Omni-Channel Retailing Introduction to the Special Issue on MultiChannel Retailing[J].Journal of Retailing,2015,91(2):174-181.
[4]ZHANG M,REN C S,WANG G A,et al.The Impact of Channel Integration on Consumer Responses in Omnichannel Retailing:The Mediating Effect of Consumer Empowerment[J].Electronic Commerce Research and Applications,2018,28:181-193.
[5]HERHAUSEN D,BINDER J,SCHOEGEL M,et al.Integrating Bricks with Clicks:Retailer-Level and Channel-Level Outcomes of Online-Offline Channel Integration[J].Journal of Retailing,2015,91(2):309-325.
[6]刘咏梅,周笛,陈晓红.考虑线下零售商服务成本差异的BOPS渠道整合[J].系统工程学报,2018,33(1):90-102.
[7]CAO J,SO K C,YIN S.Impact of an “Online-toStore” Channel on Demand Allocation,Pricing and Profitability[J].European Journal of Operational Research,2016,248(1):234-245.
[8]TSAY A A,AGRAWAL N.Modeling Conflict and Coordination in Multi-Channel Distribution Systems:A Review[M].Boston:Springer,2004.
[9]CATTANI K D,GILLAND W G,SWAMI-NATHAN J M.Coordinating Traditional and Internet Supply Chains[M].Boston:Springer,2004.
[10]CHIANG W Y K,CHHAJED D,HESS J D.Direct Marketing,Indirect Profits:A Strategic Analysis of Dual-Channel Supply-Chain Design[J].Management Science,2003,49(1):1-20.
[11]DUMRONGSIRI A.A Supply Chain Model with Direct and Retail Channels[J].European Journal of Operational Research,2008,187(3):691-718.
[12]CHEN X,WANG X,JIANG X.The Impact of Power Structure on the Retail Service Supply Chain with an O2O Mixed Channel[J].Journal of the Operational Research Society,2016,67(2):294-301.
[13]李伟,李凯,安岗.考虑渠道势力与服务负溢出效应的双渠道供应链决策研究[J].管理学报,2017,14(5):767-774.
[14]李建斌,朱梦萍,戴宾.双向搭便车时双渠道供应链定价与销售努力决策[J].系统工程理论与实践,2016,36(12):3 046-3 058.
[15]ZHOU Y W,GUO J,ZHOU W.Pricing/Service Strategies for a Dual-Channel Supply Chain with Free Riding and Service-Cost Sharing[J].International Journal of Production Economics,2018,196:198-210.
[16]LI B,CHEN P,LI Q,et al.Dual-Channel Supply Chain Pricing Decisions with a Risk-Averse Retailer[J].International Journal of Production Research,2014,52(23):7 132-7 147.
[17]LIU M,CAO E,SALIFOU C K.Pricing Strategies of a Dual-Channel Supply Chain with Risk Aversion[J].Transportation Research Part E:Logistics and Transportation Review,2016,90:108-120.
[18]YU Y,LIU J,HAN X,et al.Optimal Decisions for Sellers Considering Valuation Bias and Strategic Consumer Reactions[J].European Journal of Operational Research,2017,259(2):599-613.
[19]浦徐进,龚磊.消费者“搭便车”行为影响下的双渠道供应链定价和促销策略研究[J].中国管理科学,2016,24(10):86-94.
[20]曹二保,郑健哲,马玉洁,等.双渠道供应链应对需求扰动的协调机制研究[J].管理学报,2014,11(2):267-273.
[21]XU G,DAN B,ZHANG X,et al.Coordinating a Dual-Channel Supply Chain with Risk-Averse under a Two-Way Revenue Sharing Contract[J].International Journal of Production Economics,2014,147(1):171-179.
[22]DAVID A,ADIDA E.Competition and Coordination in a Two-Channel Supply Chain[J].Production Operations Management,2015,24(8):1 358-1 370.
[23]CHEN J,ZHANG H,SUN Y.Implementing Coordination Contracts in a Manufacturer Stackelberg Dual-Channel Supply Chain[J].Omega,2012,40(5):571-583.
[24]BRYNJOLFSSON E,HU Y J,RAHMAN M S.Competing in the Age of Omnichannel Retailing[J].MIT Sloan Management Review,2013,55(4):23-29.
[25]GALLINO S,MORENO A.Integration of Online and Offline Channels in Retail:The Impact of Sharing Reliable Inventory Availability Information[J].Management Science,2014,60(6):1 434-1 451.
[26]GALLINO S,MORENO A,STAMATOPOULOSI.Channel Integration,Sales Dispersion,and Inventory Management[J].Management Science,2017,63(9):2 813-2 831.
[27]CHATTERJEE P,KUMAR A.Consumer Willingness to Pay Across Retail Channels[J].Journal of Retailing and Consumer Services,2017,34:264-270.
[28]BELL D R,GALLINO S,MORENO A.Offline Showrooms in Omnichannel Retail:Demand and Operational Benefits[J].Management Science,2018,64(4):1 629-1 651.
[29]AFLAKI A,SWINNEY R.Inventory Integration with Rational Consumers[EB/OL].(2016-09-23)[2019-01-02].http://dx.doi.org/10.2139/ssrn.2842182.
[30]范辰,刘咏梅,陈晓红.考虑向上销售和渠道主导结构的BOPS定价与服务合作[J].中国管理科学,2018,26(3):101-108.
[31]金亮,张旭梅,李诗杨.不对称信息下线下到线上O2O供应链佣金契约设计[J].管理学报,2017,14(6):908-915.