基于渠道差异的生鲜零售商定价和服务策略研究  

Pricing and service strategy for the fresh retailers based on channel differentiation

作　　者：李琳 朱婷婷 范体军 LI Lin;ZHU Tingting;FAN Tijun(Research Center on Operations and Supply Chain Management,School of Business,East China University of Science and Technology,Shanghai 200237,China)

机构地区：[1]华东理工大学商学院运营与供应链管理研究所,上海200237

出　　处：《管理工程学报》2022年第2期173-181,共9页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金重点项目(71431004);国家自然科学基金资助项目(71671067);基本科研业务费专项基金资助(JKN022023001)。

摘　　要：本文从生鲜零售的实际出发,剖析线上平台及线下实体店销售生鲜品时呈现的不同特征,以两个指标来刻画线上/线下渠道间的差异——生鲜感知度差异和价格敏感度差异,构建了带有这两个差异指标的生鲜消费者效用函数,找出了令两个渠道共存的差异指标阈值条件。基于此,本文面向同时拥有线上和线下渠道的生鲜零售商,建立引入BOPS(buy online pick-up in store线上下单线下自提)服务前、引入BOPS服务后,以及为自提的消费提供增值服务三种情形下的决策模型,对比分析对应的最优零售价、渠道间分割的需求份额以及相应利润。结果表明:BOPS服务会引导零售商降低零售价格,刺激线上渠道的需求量;并通过额外的增值服务努力,能够吸引自提顾客产生对其他产品的需求,带来利润的增加;线上/线下渠道间的差异度指标对最优决策和利润的影响不尽相同,生鲜度感知差异指标越大、价格敏感差异指标越小,生鲜零售商借由BOPS服务获得的利润增量越大。To date,many major retailers have sold their products to consumers through multiple channels,especially online and store channels,owing to the rapid development of e-commerce.As consumers become increasingly accustomed to shopping through multiple channels,an increasing number of retailers are becoming aware of the need to integrate all channels to achieve a seamless shopping experience.Among various omnichannel strategies to integrate channels,buy-online-and-pickup-in-store(BOPS)is an important service strategy commonly observed in practice.However,the effectiveness of different cross-channel strategies largely depends on customers′reactions to the products provided on different channels.The channel differentiation appears more obvious for fresh produce,as the customers in an offline store can choose and purchase the products with the perception of real-time freshness,while online customers make orders dependent only on freshness evaluation and are more price-conscious.Thus,fresh produce customers have obvious cross-channel heterogeneity,which offers an opportunity for BOPS to be helpful in terms of profit improvement.The core factor affecting the performance of implementing BOPS lies in the pricing and service decisions for both the online and offline channels,considering customers′heterogeneity due to channel differentiation.Owing to the importance of channel differentiation for cross-channel integration retailers,this study develops the utility function for two channels with channel differentiation by introducing two difference indicators(freshness perception difference and price sensitivity difference between online and offline channels).Given the co-existence of both channels,we then obtain the threshold of these two difference indicators.Based on this,we consider three possible strategies for integrating online and offline services for fresh produce consumers-a strategy without BOPS,one with the implementation of BOPS,and one with extra service for the BOPS consumer.Under such strategies,we develop the

关 键 词：BOPS 生鲜品 渠道差异 定价策略 服务策略 

分 类 号：F272[经济管理—企业管理]