考虑消费者渠道间需求异质性的BOPS服务模式下生鲜品零售定价策略  

Pricing Decision for Fresh Product Retailer with Implementation of BOPS Considering Consumers’Demand Heterogeneity

作　　者：李琳[1,2] 余婕[1,2] 朱婷婷 范体军 LI Lin;YU Jie;ZHU Tingting;FAN Tijun(East China University of Science and Technology,Shanghai,China)

机构地区：[1]华东理工大学商学院,上海市200030 [2]华东理工大学物流与供应链管理研究所

出　　处：《管理学报》2021年第5期769-780,共12页Chinese Journal of Management

基　　金：国家自然科学基金资助面上项目(71671067);中央高校基本科研业务专项基金资助项目(JKN022023001);上海市自然科学基金资助项目(18ZR1409400)。

摘　　要：针对同时拥有线上和线下销售渠道的生鲜零售商,考虑消费者在渠道间的需求异质性,研究其采用BOPS服务模式后的定价策略。在建立线上线下同价策略模型的基础上,提出线上、线下单一渠道折扣策略以及面向BOPS顾客的折扣策略,进一步设计了联合定价策略,并利用数值实验加以验证和扩展。研究表明:线上渠道折扣与线下渠道折扣策略在有效性上互斥;配送成本适中且配送比例较高时,面向BOPS顾客的折扣策略优于其他两种折扣策略;消费者对折扣的敏感度越高,BOPS折扣策略的适用范围越广,优越性越明显;联合折扣策略可以在更大范围内提升零售商利润。With the rapid development of Internet technologies,more and more fresh food retailers are exploring new ways to sell products.This research studies a fresh product retailer who owns dual sales channels in BOPS and tries to help the fresh food retailer make pricing decisions.With the consideration of cross-channel demand heterogeneity,a pricing decision model with the same retail price for both online and offline channels was established.Based on the pricing decision model,this study develops three pricing models with discounts for offline consumers,online consumers and BOPS consumers,respectively and further designs two joint pricing strategies which combine with the BOPS discount strategy.The numerical studies are used to verify and expand the conclusions.The results show that online and offline channel discount strategies are mutually exclusive.The BOPS discount strategy will be better than the other two discount strategies when there is a higher proportion of distribution and reasonable unit delivery cost.Moreover,the greater the sensitivity coefficient is,the wider the scope of the strategy can be used;Joint discount strategy can increase retailer profit on a larger scale.

关 键 词：BOPS 生鲜农产品 需求异质性 定价策略 

分 类 号：C93[经济管理—管理学]