全渠道背景下不同销售模式的策略研究
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摘要
在电子商务背景下,探讨企业实施BOPS(Buy Online and Pick up in Store)模式的最佳市场情形,分析线上消费者比例、服务努力系数对企业实施BOPS模式的影响。研究表明,企业是否实行BOPS仅仅取决于市场中消费者的服务敏感性:敏感性较高时,企业实施BOPS;在BOPS模式下,企业的最优产品价格及线下的服务水平不仅要考虑产品成本、消费者的服务敏感性,同时与企业自身的市场竞争力密切相关。
This paper explors the best market situation and time for corporations to implement BOPS( buy online and pick up in store) under the background of omni-channel. It analyzs the impact of corporations market size,consumer service sensitivity on business decisions,profits and overall revenue. Then,the result shows that,whether corporations adopt the BOPS mode depends on the size of consumers' service sensitivity degree: when the sensitivity is high,it is more advantageous for corporations to implement BOPS. Moreover,corporations should not only consider the production cost and consumers' service sensitivity but also should have a precise orientation of corporations' core competitiveness.
This paper explors the best market situation and time for corporations to implement BOPS( buy online and pick up in store) under the background of omni-channel. It analyzs the impact of corporations market size,consumer service sensitivity on business decisions,profits and overall revenue. Then,the result shows that,whether corporations adopt the BOPS mode depends on the size of consumers' service sensitivity degree: when the sensitivity is high,it is more advantageous for corporations to implement BOPS. Moreover,corporations should not only consider the production cost and consumers' service sensitivity but also should have a precise orientation of corporations' core competitiveness.
引文
[1]李中梅,张向先,郭顺利.移动商务环境下O2O用户在线评论有用性影响因素研究[J].情报科学,2017,35(02):130-137..
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[4]Gallino S,Moreno A,Stamatopoulos I. Channel Integration,Sales Dispersion,and Inventory Management[J]. Management Science,2017,63(9):2813-2831.
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[6]刘振华.借力电子商务+供应链宝岛眼镜在互联网时代独树一帜[J].现代营销(下旬刊),2016(04):71.
[7]赵礼强,徐家旺.基于电子市场的供应链双渠道冲突与协调的契约设计[J].中国管理科学,2014,22(5):61-68.
[8]蹇明,傅领衔.考虑零售商竞争行为的供应链能力分配研究[J].系统科学学报,2017,25(01):70-75.
[9]罗美玲,李刚,张文杰.双渠道供应链中双向搭便车研究[J].系统管理学报,2014,23(3):314-323.
[10]Heitz-Spahn S. Cross-channel Free-riding Consumer Behavior in a Multichannel Environment:An Investigation of Shopping Motives,Sociodemographics and Product Categories[J]. Journal of Retailing and Consumer Services,2013,20(6):570-578.
[11]张学龙,王军进.考虑价格和服务竞争的供应链决策与协调模型研究[J].系统科学学报,2016,24(03):99-104.
[12]PAUWELS K,LEEFLANG P S,TEERLING M L,et al. Does Online Information Drive Offline Revenues:Only for Specific Products and Consumer Segments![J]. Journal of Retailing,2011,87(1):1-17.
[13]BELL D R,GALLIA S,MORENO A. How to Win in an Omnichannel World[J]. MIT Sloan Management Review,2014,56(1):45-53.
[14]Gao F,Su X. Omnichannel Retail Operations with Buy Online And Pickup In Store[J]. Management Science,2017,63(8):2478-2492.
[15]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):1434-1451.
[16]Tsay AA,Agrawal N. Channel Dynamics under Price and Service Competition[J]. Manufacturing&Service Operations Management,2000,2(4):372-391.
[2]许垒,李勇建.考虑消费者行为的供应链混合销售渠道结构研究[J].系统工程理论与实践,2013,33(07):1672-1681.
[3]Bell D,Gallino S,Moreno A. Inventory Showrooms and Customer Migration in Omnichannel Retail:The Effect of Product Information[J]. working paper,2013.
[4]Gallino S,Moreno A,Stamatopoulos I. Channel Integration,Sales Dispersion,and Inventory Management[J]. Management Science,2017,63(9):2813-2831.
[5]陈赋明.拉夏贝尔:超越电子商务[J].商业评论,2015(8).
[6]刘振华.借力电子商务+供应链宝岛眼镜在互联网时代独树一帜[J].现代营销(下旬刊),2016(04):71.
[7]赵礼强,徐家旺.基于电子市场的供应链双渠道冲突与协调的契约设计[J].中国管理科学,2014,22(5):61-68.
[8]蹇明,傅领衔.考虑零售商竞争行为的供应链能力分配研究[J].系统科学学报,2017,25(01):70-75.
[9]罗美玲,李刚,张文杰.双渠道供应链中双向搭便车研究[J].系统管理学报,2014,23(3):314-323.
[10]Heitz-Spahn S. Cross-channel Free-riding Consumer Behavior in a Multichannel Environment:An Investigation of Shopping Motives,Sociodemographics and Product Categories[J]. Journal of Retailing and Consumer Services,2013,20(6):570-578.
[11]张学龙,王军进.考虑价格和服务竞争的供应链决策与协调模型研究[J].系统科学学报,2016,24(03):99-104.
[12]PAUWELS K,LEEFLANG P S,TEERLING M L,et al. Does Online Information Drive Offline Revenues:Only for Specific Products and Consumer Segments![J]. Journal of Retailing,2011,87(1):1-17.
[13]BELL D R,GALLIA S,MORENO A. How to Win in an Omnichannel World[J]. MIT Sloan Management Review,2014,56(1):45-53.
[14]Gao F,Su X. Omnichannel Retail Operations with Buy Online And Pickup In Store[J]. Management Science,2017,63(8):2478-2492.
[15]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):1434-1451.
[16]Tsay AA,Agrawal N. Channel Dynamics under Price and Service Competition[J]. Manufacturing&Service Operations Management,2000,2(4):372-391.