考虑传统双渠道和BOPS双渠道的消费者和零售商决策研究  

Research of Consumers and the Retailer Optimization DecisionsBased on BOPS with Return Policy

作　　者：左小德[1] 蓝贤钢 黄钦[1] ZUO Xiao-de;LAN Xian-gang;HUANG Qin(School of Management,Jinan University,Guangzhou 510632,China;Zhuhai City Polytechnic,Zhuhai 519090,China)

机构地区：[1]暨南大学管理学院,广东广州510632 [2]珠海城市职业技术学院,广东珠海519090

出　　处：《运筹与管理》2022年第9期56-62,共7页Operations Research and Management Science

基　　金：广东省海洋经济发展专项资金资助项目(2020-071)。

摘　　要：本论文在全渠道零售的BOPS模式下,考虑允许退货研究消费者渠道选择问题。首先研究传统双渠道和实施BOPS的双渠道下的消费者和零售商决策。然后加入退货设定,对二者的决策进行重新研究和对比分析。研究发现:不考虑退货的情况下,引入BOPS模式能够提升实体店对零售商及消费者的吸引力;退货情况下,引入BOPS使消费者更愿意选择线下购买和销售,但不一定总能带来销售总量的增加;实施BOPS时,退货允许让零售商更愿意在实体店销售,同时消费者的购买渠道选择也变得复杂。In this paper,under the BOPS model of omni-channel retail,we consider allowing returns to study the problem of consumer channel selection.First,the consumer and retailer decision-making under traditional dual-channel and dual-channel implementation of BOPS is investigated.Then we add the return setting,and re-study and compare the decision-making of the two.The study finds:the introduction of the BOPS model can improve the attractiveness of physical stores to retailers and consumers without considering returns;In the case of returns,the introduction of BOPS makes consumers more willing to choose offline purchases and sales,but it may not always lead to an increase in total sales;When BOPS is implemented,returns allow retailers to be more willing to sell in brick-and-mortar stores,while also complicating consumer purchase channel choices.

关 键 词：BOPS 消费者渠道选择 库存管理 退货 

分 类 号：C934[经济管理—管理学]