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.
引文
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