考虑跨渠道退货的BOPS全渠道策略  

Omni-channel strategy based on BOPS and cross-channel return

作　　者：赵菊[1,2,3] 程薇嘉 邱菊 章斌 Zhao Ju;Cheng Weijia;Qiu Ju;Zhang Bin(School of Management,Hefei University of Technology,Hefei 230009,China;Key Laboratory of Process Optimization and Intelligent Decision-Making,Ministry of Education,Hefei 230009,China;Ministry of Education Engineering Research Center for Intelligent Decision-Making&Information System Technologies,Hefei 230009,China)

机构地区：[1]合肥工业大学管理学院,安徽合肥230009 [2]过程优化与智能决策教育部重点实验室,安徽合肥230009 [3]智能决策与信息系统技术教育部工程研究中心,安徽合肥230009

出　　处：《系统工程学报》2022年第1期104-116,共13页Journal of Systems Engineering

基　　金：国家社会科学基金一般资助项目(18BGL265)。

摘　　要：考虑消费者跨渠道购物和退货行为,研究了双渠道零售商实施线上下单线下取货(buy-online and pick up-instore,BOPS)策略和跨渠道退货策略相结合的全渠道模式的条件,分析这种全渠道运营策略对企业线上线下产品定价、渠道需求等营销策略的影响.研究发现,当消费者线上单位退货成本较高时,实施BOPS策略后会提高产品价格,增加总需求,同时有利于零售商增加收益;而当单位BOPS退货成本较小时,零售商实施BOPS后会降低产品价格,同时总需求和利润均增加.此外,全渠道BOPS策略的选择还要考虑诸如匹配率在内的产品特征.随着产品匹配率提高,实施BOPS策略会提高产品定价和总需求,也就是说,匹配率越高越有利于零售商实施BOPS策略.Considering consumers’ shopping and return behaviors across channels,this paper investigates when a dual-channel retailer should adopt an omni-channel strategy(i.e.,buy-online and pick-up-in-store(BOPS)),and analyzes the impacts of the omni-channel strategy on pricing,channel demands and other marketing strategies.Results show that,when the handling cost of online return is high,the retailer will enjoy increases in product price,the total demand and profit when implementing the BOPS strategy.When the handling cost of BOPS return is low,implementing BOPS strategy may reduce product price,but may increase the total demand and profit.Additionally,it is also necessary for the retailer to consider the product characteristics of the matching rate.As the product matching rate increases,implementating BOPS strategy increases the product price and total demand.A higher matching rate is beneficial for the retailer’s implementing the BOPS strategy.

关 键 词：BOPS 跨渠道退货 全渠道 定价 

分 类 号：F274[经济管理—企业管理]