基于BOPS的渠道整合策略

doi:10.12005/orms.2020.0292

运筹与管理 ›› 2020, Vol. 29 ›› Issue (11): 129-137.DOI: 10.12005/orms.2020.0292

基于BOPS的渠道整合策略

赵菊^1,2, 程薇嘉¹, 章斌¹

1.合肥工业大学管理学院,安徽合肥 230009;
2.教育部过程优化与智能决策教育部重点实验室,安徽合肥 230009

收稿日期:2019-03-04 出版日期:2020-11-25 发布日期:2023-07-12
作者简介:赵菊(1979-),女,教授,博士生导师;程薇嘉(1995-),女,硕士生;章斌(1995-),女,硕士生。
基金资助:
国家社会科学基金一般项目(18 BGL265)

Channel Integration Strategy Based on BOPS

ZHAO Ju^1,2, CHENG Wei-jia¹, ZHANG Bin¹

1. School of Management, Hefei University of Technology, Hefei 230009, China;
2. Key Laboratory of Process Optimization and Intelligent Decision-making, Ministry of Education, Hefei 230009,China

Received:2019-03-04 Online:2020-11-25 Published:2023-07-12

摘要/Abstract

摘要： 本文针对产品不匹配导致的订单取消行为,研究双渠道零售商实施“线上下单,线下取货”（BOPS）策略的条件,并分析这种策略对线上线下渠道整合的影响。分别建立双渠道BOPS策略和全渠道BOPS策略下的博弈模型,分析了零售商的最佳定价策略和渠道策略。研究表明,BOPS策略并不总是对零售商有利,且实施BOPS策略的条件与产品匹配率和渠道运营成本有关。当产品匹配率较高和BOPS渠道运营成本较低时,线下渠道和线上渠道有动机合作实施双渠道BOPS策略;其次,相较于双渠道BOPS策略,全渠道BOPS策略下的最优产品定价总是较高,总需求较低,且全渠道BOPS策略总是优于双渠道BOPS策略。

关键词: 双渠道, 全渠道, 渠道整合, 定价策略, 产品匹配率

Abstract: In view of order cancellation behavior due to product mismatch, we study conditions under which a du-al-channel retailer can benefit from “buy-online-pickup-in-store”(BOPS) strategy, and analyze the impact of the strategy on the channel integration among online and ofline. The game models for a dual-channel model and anomni-channel are developed, and the best pricing strategy and channel strategy are derived for the retailer. Studies have shown that the BOPS strategy is not always beneficial to retailers, and whether the retailer imple-ments the BOPS strategy depends on product matching rate and channel operating cost. The results show that when the matching rate is high and BOPS channel operating cost is low, the offline channel and the online chan-nel will cooperate to implement the dual channel BOPS strategy. In addition, compared with the dual-channel BOPS strategy, the optimal pricing under the omni-channel BOPS strategy is always higher, the total demand is lower, and the omni-channel BOPS strategy is always better than the dual-channel BOPS strategy.

Key words: dual-channel, omni-channel, channel integration, pricing strategy, product matching rate

中图分类号:

O225

赵菊, 程薇嘉, 章斌. 基于BOPS的渠道整合策略[J]. 运筹与管理, 2020, 29(11): 129-137.

ZHAO Ju, CHENG Wei-jia, ZHANG Bin. Channel Integration Strategy Based on BOPS[J]. Operations Research and Management Science, 2020, 29(11): 129-137.

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基于BOPS的渠道整合策略

Channel Integration Strategy Based on BOPS

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