考虑交叉销售的BOPS调货策略及双边收益共享协调机制  

Transshipment Strategy and Bilateral Revenue Sharing Coordination Mechanism with Cross-selling of BOPS

作　　者：李建斌[1] 郭培强 陶智颖 郑宇婷 LI Jianbin;GUO Peiqiang;TAO Zhiying;ZHENG Yuting(School of Management,Huazhong University of Science and Technology,Wuhan 430074,China;School of Logistics and Management,Yunnan University of Finance and Economics,Kunming 650221,China;School of Management,Wuhan Textile University,Wuhan 430200,China;School of Economics and Management,Fuzhou University,Fuzhou 350108,China)

机构地区：[1]华中科技大学管理学院,湖北武汉430074 [2]云南财经大学物工学院,云南昆明650221 [3]武汉纺织大学管理学院,湖北武汉430200 [4]福州大学经济与管理学院,福建福州350108

出　　处：《运筹与管理》2024年第12期54-61,共8页Operations Research and Management Science

基　　金：国家重点研发计划(2023YFB3308300,2023YFB3308301);国家自然科学基金资助项目(72071085);教育部人文社会科学研究青年基金项目(24YJC630059);云南省科技厅基础研究计划面上项目(202401CF070080);华中科技大学人文社科培育项目(数智化决策优化创新团队,2021WKFZZX008)。

摘　　要：在“线上购买线下取货”(Buy-online and Pick-up-in-store,简称BOPS)的全渠道零售系统中,由于BOPS消费者的交叉购买为企业带来额外收益,使得企业之间的调货行为不仅影响其成本,还会通过影响其BOPS消费者流量影响最终收益。基于此考虑企业调货行为与消费者交叉购买行为对BOPS零售系统产生的协同作用,研究了企业的订货与调货策略。此外,针对此协同作用带来的渠道冲突引入了双边收益共享(Bilateral Revenue Sharing,简称BRS)契约协调机制。结果表明:授权店的调货策略不仅受调货成本收益率的影响,还与自身及旗舰店订货策略有关。当企业订货水平和BOPS消费者占比都比较低时,授权店充当线下取货点的职能,所有的BOPS需求都通过调货满足;当两者占比都比较高时,授权店充当前置仓库的职能,通过自身订货量及调货满足BOPS消费者需求。通过BRS契约发现:该契约不仅可以协调调货和交叉销售带来的渠道冲突,还可以使系统总利润高于集中供应链的总利润。Buy-online and pick-up-in-store(BOPS),as the most commonly omnichannel retail model,has gradually been adopted by retail companies such as Apple and Xiaomi.Compared with the traditional e-commerce model,the BOPS retail model not only reduces the product distribution link of e-commerce companies but also enables companies to obtain additional benefits due to the cross-purchase behavior brought about by consumers’offline pick-up.Compared with the traditional retail model,the transshipment in the BOPS retail model not only affects the operating costs and inventory costs of the company but also affects the consumer’s store traffic and the additional benefits brought by the cross-selling behavior of consumers.This synergistic impact based on cost and traffic makes the conflicts and games between companies more complicated.Therefore,this paper mainly considers the optimal ordering and transshipment strategies of enterprises,and based on the two-way sharing of cross-selling revenue between enterprises,that is,the bilateral revenue sharing contract coordination mechanism,the cross-selling revenue of enterprises is redistributed,thereby coordinating the interests and conflicts between enterprises and achieving the optimal system profit.Through literature research,it is found that the existing literature on BOPS omnichannel sales mostly focuses on product pricing,consumer channel selection,etc.,but cross-selling is rarely considered.Furthermore,when considering the impact of cross-selling on the price,sales volume,and profit of omnichannel retailers,the situation where transshipment between enterprises is allowed is not considered;in addition,the research on the transshipment mainly focuses on the preventive transfer and emergency transfer but they have not been studied in the context of omnichannel.Due to the additional sales profits that cross-buying behavior can bring to offline retailers,it makes the transshipment strategy in the omnichannel context relatively complex compared to traditional transshipment strategie

关 键 词：BOPS全渠道零售 调货与协调 交叉销售 BRS契约 

分 类 号：C931[经济管理—管理学]