关键词: O2O模式；O2O供应链；定价；网上交货期；模式选择

Abstract: With the rapid development of the Internet, e-commerce and logistics, adopting O2O modes for product selling is popular with more and more manufacturers. Nowadays, there is a different O2O mode for a different type of manufacturers. However, the operation management and revenue of the enterprises as well as the channel relationship between the enterprises are influenced by the different O2O modes. Firstly, the channel conflicts under the different O2O modes are different. Secondly, the different O2O modes also brings a new decision problem of pricing and delivery lead time, since a lot of consumers not only pay attention to the price, but also put forward a higher requirement on the delivery lead time. Thus, which O2O modes to adopt and how to choose the appropriate strategies of pricing and delivery lead time to maximize the profits is an important issue for the manufacturers. In this paper, an O2O supply chain is considered, where the manufacturer is the Stackelberg leader and other players (offline store and O2O platform) are followers. The market demand is assumed to be affected by price and delivery lead time. Two decision models of pricing and delivery lead time in an O2O supply chain are established based on two different O2O modes, in which one is online direct selling O2O mode and the other is online sales agency O2O mode. Under the online direct selling O2O mode, the manufacturer sells products via his own online direct-selling platform and the offline store. While under the online sales agency O2O mode, the manufacturer sells products via the O2O platform and the offline store. The optimal decisions of channel members and its characteristics are analyzed. The effects of the degree of consumer preference for online channel and the commission rate on O2O supply chain decision-making under two scenarios are investigated. One scenario is that consumers are more price-sensitive, and the other scenario is that consumers are more sensitive to delivery lead time. Then, the selection of O2O modes for the manufacturer under those two scenarios is explored. The results show that: the higher the degree of consumer preference for online channel is, the better it is for the manufacturer and the O2O platform, but not for the offline store. The higher the commission rate is, the better it is for the offline store and the O2O platform, but not for the manufacturer. Shorter delivery lead time is not good for the manufacturer when consumers are more concerned about delivery lead time, while longer lead time is good when consumers are more concerned about price. The O2O mode selection of the manufacturer is up to the commission rate. The online sales agency O2O mode is a better choice for the manufacturer if the commission rate is in a low range. This study contributes to provide a management perspective for the O2O supply chain’s decision-making problem of pricing and delivery lead time under online direct selling O2O mode and online sales agency O2O mode, as well as the manufacturer’s selection problem of the O2O modes. Moreover, it also enriches and perfects the relevant theories of O2O supply chain.

Key words: O2O mode; O2O supply chain; pricing; delivery lead time; mode selection