BOPS全渠道下电商平台的优惠券投放策略  

Coupon Delivery Strategies of E-commerce Platforms under BOPS Omni-channel

作　　者：林强[1] 郭恒嘉 李文卓 林晓刚 Lin Qiang;Guo Hengjia;Li Wenzhuo;Lin Xiaogang(School of Management,Guangdong University of Technology,Guangzhou 510520,China)

机构地区：[1]广东工业大学管理学院,广东广州510520

出　　处：《中国管理科学》2024年第9期237-247,共11页Chinese Journal of Management Science

基　　金：国家自然科学基金项目(72471064,72471063,72001048);国家社会科学基金重大项目(22&ZD082);教育部人文社会科学研究项目(22YJC630079);广东省哲学社会科学规划一般项目(GD23XGL023);广东省基础与用基础研究基金项目(2021A1515011969)。

摘　　要：为了让消费者有更好的购物体验,越来越多的零售商在已有的线下和线上渠道基础上,开通BOPS(buyonline-and-pickup-in-store)的全渠道。基于此,本文在零售商采用全渠道策略的背景下,构建电商平台在BOPS和线上渠道投放优惠券前后的决策模型,探讨平台企业在BOPS和线上渠道的优惠券投放策略,以及投放优惠券对零售商和消费者的影响。研究发现:电商平台在搜索成本较小或适中时,才会选择向消费者投放面值较小的优惠券。此外,平台发放优惠券并不总是有利于零售商和消费者——当且仅当消费者对BOPS和线上渠道偏好程度和搜索成本都不太高时,平台发放优惠券才能增加零售商的利润;且在搜索成本适中或较大时,平台投放优惠券才能增加消费者剩余。消费者对BOPS和线上渠道偏好程度较低且搜索成本适中,平台投放优惠券可实现自身、零售商和消费者的“三赢”。通过数值算例分析额外成本较大情形可知,仅消费者对BOPS和线上渠道偏好程度较高时,平台才可能选择投放优惠券。To enhance consumers’shopping experience,a growing number of retailers who own both offline and online channels are introducing buy-online-and-pickup-in-store(BOPS)channels.Meanwhile,the platform will deliver coupons for retailers'BOPS and online channels to promote consumption.Based on the practice,this raises the following two interesting questions:What is the platform’s coupon delivery strategy when the retailer builds BOPS and online channels?What is the impact of the platform’s coupon delivery strategy on retailers and consumers?To answer these questions,considering a supply chain with an e-commerce platform,and a retailer who can implement omni-channel strategy by entering the platform,two models are built to study whether the platform should deliver coupons to both the BOPS and online channels.Our main results suggest that(i)The platform chooses to deliver small denomination coupons when search cost is small.(ii)The platform’s couponing strategy is not always beneficial to the retailer and consumers.Specifically,only when both the channel preference and the search cost are not moderately large,delivering coupons can increase the retailer’s profit.Furthermore,only when the search cost is moderate or large,the platform can increase consumer surplus by delivering coupons.(iii)If the channel preference is small and the search cost is moderate,the platform will deliver coupons to achieve a“win-win-win”situation in which the platform,retailer,and consumers become better-off.Finally,a numerical example is used to analyze the situation where the cost of sales in physical stores is large.It is observed that consumers’preference for the BOPS and online channels plays a key role in determining the coupon strategy for the platform.In fact,when the channel preference is high,the platform is likely to deliver coupons.

关 键 词：电商平台 全渠道 BOPS 优惠券投放策略 

分 类 号：F272[经济管理—企业管理]