集中运营还是外卖专营?餐饮外卖的最优运作策略  

Centralized or decentralized?Optimal operational policy of food delivery service

作　　者：张倩 王钟彬 李勇建[2] ZHANG Qian;WANG Zhongbin;LI Yongjian(College of Management and Economics,Tianjin University,Tianjin 300072,China;Business School,Nankai University,Tianjin 300071,China)

机构地区：[1]天津大学管理与经济学部,天津300072 [2]南开大学商学院,天津300071

出　　处：《系统工程理论与实践》2024年第12期4011-4025,共15页Systems Engineering-Theory & Practice

基　　金：国家优秀青年科学基金(72322017);国家自然科学基金重点项目(72132007);国家自然科学基金国际(地区)合作与交流项目(72261147707);中国科协科技智库青年人才计划(XMSB20240711001)。

摘　　要：近年来,由于平台经济的迅猛发展和疫情的冲击,我国外卖行业取得了显著增长.外卖服务不仅有效减轻了顾客对延迟的敏感性,还为商家创造了更广泛的市场需求.实践中,多数商家采用了集中式运营,即一个店铺同时接受外卖和堂食订单.与此同时,一些商家选择了分散式运营,即在经营堂食店铺的同时,另外开设专门的外卖店铺以接受外卖订单.为了探究外卖渠道对商家决策的影响,本研究在易拥塞的场景中建立了双渠道服务系统.该系统刻画了两种运营模式下顾客的均衡策略,并深入研究了外卖质量水平对商家利润的影响.最终,研究根据不同的外卖服务质量水平制定了最优的商家运营策略.研究发现:1)在分散式运营模式下,商家为外卖渠道分配的服务能力与外卖质量水平之间存在非单调关系,即更高的外卖质量水平可能促使商家减少外卖渠道的人员配置.2)尽管更高的外卖质量水平能够吸引更多的顾客,但令人惊讶的是,本研究表明提高外卖质量可能会导致商家的利润下降,这一现象在集中式运营和分散式运营两种情境下都有体现.3)虽然分散式运营可能降低订单处理效率,但当外卖服务质量较高时,采用该模式可以有效减轻外卖渠道对堂食渠道的蚕食效应,进而实现更高的利润.结果显示,只有当外卖服务质量适中时,集中式运营才能为商家带来最高的利润.此外,我们从边际成本、外卖配送费等多个角度出发,进一步验证了该结论的稳健性.In recent years,China’s food delivery industry has undergone substantial growth,driven by the rapid expansion of the platform economy and the influence of the COVID-19 pandemic.Food delivery services have not only lessened customers’sensitivity to delays associated with in-person dining but have also generated increased market demand for merchants. It is noteworthythat the majority of merchants employ a centralized operational mode, which combinesfood delivery and dine-in services within a single establishment. However, certain merchants optfor a decentralized approach, wherein they establish dedicated food delivery outlets exclusivelyhandling food delivery orders while maintaining an offline restaurant. To examine the impactof food delivery channels on merchant decision-making, this study establishes a dual-channelservice system operating within a congestion-prone environment. It characterizes the equilibriumstrategy of customers under the two operational policies and investigates how the qualityof food delivery services affects merchant profits. Furthermore, the research reveals the optimaloperational approach based on varying levels of delivery quality. The key findings of the studyare as follows. 1) In the case of decentralized operations, the service capacity allocated to thefood delivery channel by the merchant exhibits a non-monotonic relationship with its quality.This implies that higher food delivery quality may gradually prompt the merchant to shift itsfocus toward the offline channel. 2) Despite the fact that higher food delivery quality has thepotential to attract more customers, the study surprisingly finds that improving food deliveryquality may actually reduce merchant profits in both centralized and decentralized scenarios.3) While decentralized operations may lead to decreased order processing efficiency, adoptingthis approach can effectively mitigate the cannibalization effect of the food delivery channel andresult in higher profits, particularly when food delivery quality is high. Consequen

关 键 词：外卖平台 集中式运营 分散式运营 利润最大化 

分 类 号：O221.2[理学—运筹学与控制论]