考虑线下零售商服务成本差异的BOPS渠道整合

摘要

从线下零售商服务成本差异化的角度出发,研究现实中单位补偿和销量计入线下两类BOPS(buy-online-and-pick-up-in-store)线上线下渠道整合问题.构建并求解制造商实施BOPS单位补偿和BOPS销量计入线下两类渠道整合模型,分析BOPS类消费者比例和服务成本差异程度对供应链利润及成员决策的影响,最后用数值分析验证并拓展结论.结果表明:欲实现供应链利润最优,企业须根据具体市场情形选择合适的整合策略,当市场中BOPS消费者很少时,对服务成本一致性高的行业如书籍、零食采取销量计入线下供应链更优,而对服务成本一致性较低的行业如眼镜、大型家具则单位补偿更优;同时,线下零售商可通过调整其对BOPS类、传统类消费者间的服务水平差异程度使供应链获利更多.%This paper studies the unit-compensation policy and full-sales-transfer policy and the BOPS(buy on line-and-pick-up-in-store)channel integration from the perspective of differentiation of off-line sales effort between different consumers and products.It establishes and solves two channel integration models:The BOPS unit-compensation and BOPS full-sales-transfer,and then analyzes the impacts of consumer proportion and the degree of sales effort differentiation of BOPS on the supply chain and players.Moreover,it verifies and extends the conclusions through a numerical study. The results show that,to achieve the optimal supply chain profit, enterprises should choose an appropriate channel integration strategy based on specific market situations. For instance, when the BOPS-consumer proportion is small, the supply chain performs better implementing the full-sales-transfer strategy for products with lower sales-effort-differentiation,while for higher differentiation products,it is better to implement the unit-compensation strategy. In addition,the off-line retailers can adjust the degree of sales-effort-differentiation across different consumer types to boost the supply chain profit.