考虑产品匹配率与消费者渠道偏好的全渠道供应链定价决策研究  

Research on Pricing Decision of Omni-channel Supply Chain Considering Product Matching Rate and Consumers'Channel Preference

作　　者：李兰兰 温佳伟[1] LI Lanlan;WEN Jiawei(School of Information Engineering,Yangzhou University,Yangzhou 225127,China)

机构地区：[1]扬州大学信息工程学院,江苏扬州225127

出　　处：《物流科技》2022年第17期116-121,128,共7页Logistics Sci-Tech

基　　金：国家社会科学基金一般项目(17BGL131);教育部留学回国人员科研启动基金项目(202100022);扬州“绿扬金凤计划”项目(yzlyjfjh2013YB104)。

摘　　要：在新零售的背景下,越来越多的传统零售商实行自我升级从而转向全渠道零售。文章构建了由一个通过电商平台直销产品的制造商和一个采取“线上下单门店取货”(Buy Online and Pick-up in Store,BOPS)销售策略的线下零售商组成的供应链,分别研究了在双渠道和全渠道环境下供应链的集中定价决策和分散定价决策问题,分析了产品匹配率、消费者渠道偏好对BOPS策略实施的影响,并进一步探讨了BOPS的实施对于市场需求、供应链定价及收益的影响。研究结果表明:当产品匹配率较低、消费者BOPS渠道接受程度较高时,零售商倾向于采取全渠道策略,并且此时制造商和供应链整体均能从全渠道结构中获益。同时,集中决策为占优决策,集中决策下的全渠道结构降低了产品零售价格,扩大了市场需求,进而提高了整体社会福利。In the context of new retail,more and more traditional retailers are implementing self-upgrades and turning to omni-channel retailing.This paper constructs a supply chain consisting of a manufacturer who sells products through an e-commerce platform and an offline retailer who builds its own BOPS channel,and studies the centralized pricing decision and decentralized pricing in dual-channel and omni-channel supply chain,respectively.Then,this paper analyzes the impact of product matching rate and consumer channel preference on the implementation of BOPS strategy,further more discusses the impact of BOPS implementation on market demand,supply chain pricing and revenue.The research results show that:When the product matching rate is low and consumers'BOPS channel acceptance is high,retailers tend to adopt an omni-channel strategy,and both manufacturers and the supply chain can benefit from the omni-channel structure.At the same time,centralized decision-making is dominant,and the omni-channel structure under centralized decision-making reduces product retail prices,expands market demand,and improves overall social welfare.

关 键 词：BOPS策略 渠道定价 产品匹配率 消费者渠道偏好 

分 类 号：F274[经济管理—企业管理]