基于第三方物流服务定价的零售商BOPS策略研究  

Analysis of a retailer′s BOPS strategy based on endogenous prices of third-party logistics services

作　　者：邱菊 赵菊[1,2,3] 房晓艺 李天心 QIU Ju;ZHAO Ju;FANG Xiaoyi;LI Tianxin(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：《管理工程学报》2023年第3期169-177,共9页Journal of Industrial Engineering and Engineering Management

基　　金：国家社会科学基金资助项目(18BGL265)。

摘　　要：本文通过构建双渠道零售商和合作履行线上订单的第三方物流企业的博弈模型,研究零售商应何时采取BOPS策略以及该策略对第三方物流服务定价和利润的影响。研究表明,第三方物流服务水平、消费者门店提货的不便利程度以及BOPS渠道的运营成本是影响零售商是否采取BOPS策略的关键因素。具体而言,当零售商运营BOPS渠道的成本较低时,消费者向BOPS渠道转移的行为对零售商有利。当第三方物流服务水平越高和消费者去门店提货越便利时,就会有越多的消费者向BOPS渠道转移,零售商实施BOPS策略越有利。然而,当零售商运营BOPS渠道的成本较高时,消费者的渠道转移行为反而会增加零售商的运营压力,因此,零售商只有在第三方物流服务水平和消费者门店取货不便利程度都较高,即向BOPS渠道转移的消费者较少时,才可以从实施BOPS策略中获利。只有在BOPS渠道运营成本和消费者门店自提的不便利程度都较高时,服务水平较高的物流企业才会降低服务价格;此外,BOPS策略总会损害第三方物流企业的利益。Consumers′requirements for online order fulfillment services are increasing as e-commerce develops further.Thus,discovering how best to fulfill consumers′online orders as quickly as possible has become an urgent issue for retailers.The traditional method retailers have used to fulfill online orders is to cooperate with third-party logistical firms(e.g.,express firms).Third-party logistical firms ship products from the retailer to the consumer and charge the retailer a fee for that service.Recently,with the acceleration of online and offline channel integration,many retailers have begun to take advantage of new or existing brick-and-mortar stores to fulfill consumers′online orders;that is,retailers allow consumers to buy online and pick up in-store(BOPS)to improve consumers′shopping experience.This opportunity directly impacts the demand and pricing of any third-party logistical firm that provides s online order fulfillment services for the retailer.However,current literature on BOPS strategies has largely ignored potential pricing decisions of third-party logistical firms in response to retailers′adoption of BOPS strategies.Such changes might lead to losses for the retailer.Thus,investigating the interaction between BOPS strategies and the pricing decisions of third-party logistical firms provides managerial insights for the development of e-commerce supply chains in an omnichannel retailing environment.For example,a supply chain includes a dual-channel retailer that sells the exact same products through the online and offline channels and uses the services of a third-party logistical firm;then,the retailer′s optimal online order fulfillment strategy in the presence of heterogeneous consumers in two dimensions should be investigated-the product valuation and the hassle cost of offline shopping.Specifically,in addition to fulfilling the online orders through the third-party logistical firm,the retailer should decide whether to implement a BOPS strategy that will allow customers to buy online and pick u

关 键 词：BOPS策略 物流服务定价 订单履行 博弈 

分 类 号：F272.3[经济管理—企业管理]