考虑网络退货和渠道成本时全渠道BOPS定价与服务决策

doi:10.16381/j.cnki.issn1003-207x.2019.09.006

中国管理科学 ›› 2019, Vol. 27 ›› Issue (9): 56-67.doi: 10.16381/j.cnki.issn1003-207x.2019.09.006

考虑网络退货和渠道成本时全渠道BOPS定价与服务决策

刘金荣, 徐琪, 陈啟

东华大学旭日工商管理学院, 上海 200051

收稿日期:2018-07-16 修回日期:2019-02-14 出版日期:2019-09-20 发布日期:2019-09-29
通讯作者: 徐琪(1963-),女(汉族),浙江台州人,东华大学旭日工商管理学院,教授,博士生导师,研究方向:电子商务与供应链管理、运营管理,E-mail:xuqi@dhu.edu.cn. E-mail:xuqi@dhu.edu.cn
基金资助:
国家自然科学基金资助重点项目（71832001）；国家自然科学基金资助项目（71572033）；中央高校基本科研业务费专项资金资助项目（CUSF-DHD-2018048）

Pricing and Service Decision of Omni-channel BOPS: Considering Online Return and Channel Cost

LIU Jin-rong, XU Qi, CHEN Qi

Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China

Received:2018-07-16 Revised:2019-02-14 Online:2019-09-20 Published:2019-09-29

摘要/Abstract

摘要： 随着线上线下融合的全渠道零售的兴起，越来越多的品牌商开始为顾客提供线上购买线下取货BOPS （Buy Online and Pickup in Store）的购物选择。本文考虑网络退货和渠道成本，基于网络渠道、实体渠道和BOPS渠道下的消费者效用函数构建品牌商开设BOPS渠道前后的利润模型，分析BOPS模式对品牌商需求分布和盈利能力的影响，研究定价和服务的最优决策。结果表明：（1）当网络退货率和BOPS渠道不便利程度之间满足特定关系时，开设BOPS渠道可使品牌商总需求增加、网络渠道和实体渠道的需求减少；（2）当网络退货率达到一定阈值或BOPS渠道很便利时，开设BOPS渠道可使品牌商总利润增加；（3）当网络退货率很低而网络渠道购物成本较高时，开设BOPS渠道可使品牌商获利更大；（4）在交通便利之处增设具有体验服务的顾客自提门店，不论网络渠道购物成本和网络退货率高低，甚至适当提升商品定价也可使品牌商有利可图。本研究可为品牌商实施BOPS全渠道战略提供一定的管理见解。

关键词: BOPS渠道, 定价, 体验服务, 消费者效用, 退货率

Abstract: In the global consumer economy, omni-channel retailers and buying experiences are now the norm. With the rise of Omni-channel retailing of online and offline integration, more and more brand retailers are beginning to offer customers the shopping option of BOPS (Buy Online and Pickup in Store). Online channels often result in higher return rates due to lack of product experience. And retailers have a certain cost by providing experience services to customers who arrive at stores. So, in this paper,whether retailers should open BOPS channel, how does BOPS affect the demand and profit, and what's the optimalpricing and experience service decision are researched.With consideration of the online return and channel cost, the profit models for brand retailers before and after opening the BOPS channel are built based on the consumer utility functions under online channel, store channel and BOPS channel, the impacts of BOPS on the demand allocation and profitability of brand retailers are analyzed, and then Newton's method is applied to solve and study the optimal pricing and service decision. The results show that, (1) When a specific relationship is satisfied between the online return rate and the BOPS channel's inconvenience, the opening of BOPS channel can increase the total demand of brand retailers and decrease the demands in online channel and store channel; (2) When the online return rate reaches a certain threshold or the BOPS channel is very convenient, the opening of BOPS channel can increase the total profit of brand retailers; (3) When the online return rate is very low and the shopping cost of online channel is high, the opening of BOPS channel can make brand retailers profit more; (4) Adding BOPS stores with experience service at convenient locations, regardless of the shopping cost of online channel and the online return rate, or even properly increasing the price can make brand retailers profitable. This study can provide some management insights for brand retailers to implement BOPS Omni-channel strategy.

Key words: BOPS channel, pricing, experience service, consumer utility, return rate

中图分类号:

F224.5

刘金荣, 徐琪, 陈啟. 考虑网络退货和渠道成本时全渠道BOPS定价与服务决策[J]. 中国管理科学, 2019, 27(9): 56-67.

LIU Jin-rong, XU Qi, CHEN Qi. Pricing and Service Decision of Omni-channel BOPS: Considering Online Return and Channel Cost[J]. Chinese Journal of Management Science, 2019, 27(9): 56-67.

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考虑网络退货和渠道成本时全渠道BOPS定价与服务决策

Pricing and Service Decision of Omni-channel BOPS: Considering Online Return and Channel Cost

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