零售商主导的双渠道供应链BOPS定价与服务合作  

BOPS Pricing and Service Cooperation with Retailer-led Dual Channel Supply Chain

作　　者：顾琼琼 石苗青 刘斌[1] GU Qiong-qiong;SHI Miao-qing;LIU Bin(School of Economic&Management,Shanghai Maritime University,Shanghai 201306,China)

机构地区：[1]上海海事大学经济管理学院,上海201306

出　　处：《数学的实践与认识》2020年第18期55-75,共21页Mathematics in Practice and Theory

基　　金：国家自然科学基金(71971134);工信部专项(2018-473)。

摘　　要：从线下零售商提供服务的角度出发,考虑消费者线下额外消费,对零售商主导的双渠道供应链中基准模式和BOPS模式下销量计入线下方案和线上单位补偿方案构建渠道整合模型,分析消费者比例、额外消费以及服务敏感度对供应链成员决策及利润的影响.研究发现:1)在基准模式和销量计入线下方案下,最优零售价格和最优服务水平随着线上消费者比例的增加而增大;而在线上单位补偿方案下,二者随线上消费者比例的变化受BOPS类消费者比例的影响;2)仅在线上单位补偿方案下最优零售价格与额外消费相关,与直觉不同的是单位补偿额不总是和额外消费呈负相关,相关性受服务敏感度影响,单位补偿额可以根据批发价格的大小来调节供应链成员利润分配;3)当BOPS类消费者较多时,最优服务水平和最优零售价格在线上单位补偿方案下最大,基准模式下次之,销量计入线下方案下最小;4)当产品的线下需求远远超过线上需求,且产品的服务敏感度较低时,线上单位补偿方案下供应链整体收益最高,且此时零售商和供应商优先选择单位补偿方案,其他情况基准模式下供应链利润最大,企业可以根据产品市场特性选择合适的销售方案.From the perspective of services provided by offline retailers,considering offline additional consumption by consumers,and build channel integration of the baseline model in the supply chain dominated by offline retailers and the full-sales-transfer strategy and the unit-compensation strategy under the BOPS model.The model analyzes the impact of the proportion of consumers,additional consumption and service sensitivity on the decisions and profits of the members of the supply chain.The research finds that:1)Under the benchmark model and the full-sales-transfer strategy,the service level and the optimal retail price increases with the online market size;under the unit-compensation strategy,the changes of them are affected by the proportion of BOPS consumers;2)Only in the unit-compensation strategy,the optimal retail price is related to additional consumption,and the correlation is affected by the sensitivity of the service.The unit-compensation amount can adjust the profit distribution according to the wholesale price;3)When the BOPS consumers demand is large,the optimal service level and the optimal retail price are the largest under the unitcompensation strategy,and the benchmark mode is next,and the full-sales-transfer strategy is the smallest;4)When the offline demand of the product far exceeds the online demand,and the service sensitivity of the product is low,the overall profits of the supply chain under the unit-compensation strategy is the highest,and at this time,the retailer and supplier prefer this strategy.In other cases,the supply chain has the largest profit in the baseline model,and the enterprise can choose a suitable strategy based on the characteristics of the product.

关 键 词：零售商主导 BOPS销售模式 价格与服务策略 供应链 渠道融合 

分 类 号：F274[经济管理—企业管理]