扫码自由购与即时配送的全渠道零售运营策略  

Omnichannel Retailing Operations with Scan-and-Go and Instant-Delivery

作　　者：张秀杰[1] 杨道箭[2] ZHANG Xiu-jie;YANG Dao-jian(Zhonghuan Information College Tianjin University of Technology»Tianjin 300380,China;College of Management and Economics,Tianjin University,Tianjin 300072»China)

机构地区：[1]天津理工大学中环信息学院,天津300380 [2]天津大学管理与经济学部,天津300072

出　　处：《系统工程》2019年第6期13-21,共9页Systems Engineering

基　　金：教育部人文社会科学研究青年基金项目(19YJC630200);国家自然科学基金资助项目(71701149)

摘　　要：许多零售商在传统零售模式的基础上推出同时支持实体店扫码自由购和线上购买、即时配送的全渠道运营策略。论文基于报贩模型,采用数理建模方法和数值分析方法,对零售商实施上述策略下的库存决策及价值问题展开研究•同时分析不同类型顾客行为的影响。研究结果显示:受顾客策略行为的影响,零售商实施全渠道运营后利润可能受损,全渠道零售的价值可能为负值;非策略顾客组成的市场中则不存在此问题。同时,策略顾客对零售商利润的影响具有双面性,新增顾客的策略行为可能会增加零售商的利润。Retailers are rolling out omnichannel retailing operations with "Scan-and-Go" and "Instant-Delivery" based onits conventional retailing model. This paper builds upon the newsvendor model≫ and adopts a theoretical modeling methodwith a numerical analysis approach. We investigate the seller's stocking decisions under the abovementioned omnichannelstrategies, and examine the value of omnichannel operations. Furthermore≫ we address the impact of various types ofcustomers. The results show, counterintuitively・ the omnichannel strategies may hamper the retailer's performance* dueto the influence of strategic customer behavior;the value of omnichannel operations could be negative. By contrast? this isnot the case in scenarios with on nonstrategic consumers. Moreover, the impact of strategic customer behavior on theretailer's profits is double-edged. Newly acquired consumers* strategic behavior might help to increase the firm's profits.

关 键 词：全渠道零售运营 扫码自由购 即时配送 策略顾客 非策略顾客 

分 类 号：F274[经济管理—企业管理]