线上线下融合模式下考虑战略顾客行为的供应链协调研究

doi:10.16381/j.cnki.issn1003-207x.2018.02.002

摘要/Abstract

摘要： 在移动电商高速发展和移动支付日益便捷的时代，线上线下融合商务模式正日益成为传统零售、电子商务甚至快递物流企业转型升级的重要方向，影响着供应链运营管理及其优化决策。线上线下融合模式下的战略顾客行为不同于传统模式，其对于供应链运营管理及其优化决策的影响也不同于传统模式。基于O2O运作模式特征，运用战略顾客行为理论、供应链优化与协调理论，本文分别构建了"线上下单+线下体验+线下支付+自行提货"O2O模式1、"线上浏览+线下体验+线上购买+线下配送"O2O模式2、纯线下模式和纯线上模式下考虑战略顾客行为的供应链集中决策模型和契约协调模型，并进行了相应的数值分析，在此基础上，提出了相应的管理启示。研究结果表明：（1）无论是"线上下单+线下体验+线下支付+自行提货"O2O模式1还是"线上浏览+线下体验+线上购买+线下配送"O2O模式2，收益分享契约机制可以有效地实现战略顾客行为下的供应链协调。（2）对比两种O2O模式和两种非O2O模式，O2O模式1和O2O模式2能给供应链及其成员带来更多的利润，而纯线上模式和纯线下模式能给战略顾客带来更高的效用。（3）O2O模式下，制定较高的自提补贴和较低的折扣价格，有利于提高供应链及其成员的运营绩效。（4）O2O模式下，增强产品及其相关服务的实际体验效用，有利于提高供应链整体及其成员的运营绩效，有利于提高战略顾客的净效用。

关键词: 线上线下融合, 战略顾客行为, 供应链协调

Abstract: In the era of rapid development of mobile electronics and high convenience of mobile payment, Online To Offline(O2O) business mode is increasingly becoming the important direction of transformation and upgrading for the industries of traditional retail, e-commerce and even express logistics, affecting the supply chain operations and its optimization decisions. Strategic consumer behavior under the Online-to-Offline (O2O) mode is different from the traditional mode, and its impact on supply chain operations management and optimization decisions is also different from the traditional mode. Based on the characteristics of O2O mode, using theories of strategic consumer behavior and supply chain optimization and coordination, centralized decision and contract coordination models for supply chain considering the strategy consumer behavior under the O2O mode 1 of ‘online order +offline experience+ offline payment+ self-delivery’, the O2O mode 2 of ‘online browsing +offline experience+ online payment+ offline delivery’, the offline mode and the online mode are developed and analyzed respectively, and the corresponding numerical analysis is implemented, on this basis, the management insights are summarized in this paper. The results show that:(1) Whether under the O2O mode 1 of ‘online order +offline experience+ offline payment+ self-delivery’ or under the O2O mode 2 of ‘online browsing +offline experience+ online payment+ offline delivery’, whether under the online mode or under the offline mode, a revenue sharing contract mechanism can effectively achieve the supply chain coordination under the strategic customer behavior. (2) Comparing two types of O2O mode with two-types of non-O2O mode, it is showed that O2O mode 1 and O2O mode 2 can bring more profit to the supply chain and its members, while pure online mode and pure offline mode can bring higher utility to strategic customers. (3) Setting higher subsidies and lower discount prices under the O2O mode is beneficial for improving the operations performance of the supply chain and its members. (4) Improving the utility from the actual experience of product and the corresponding service under the O2O mode, is beneficial for improving the operations performance of the supply chain and its members, and also is beneficial for improving the net utility of strategic customers. This research has strong academic value and innovation significance on the area of the impact of strategic consumer behavior on the supply chain coordination under the O2O mode, and provides theoretical support and decision-making reference for supply chain decision-makers correctly understanding the strategic consumer behavior under the O2O mode and making the right decisions.

Key words: online to offline, strategic consumer behavior, supply chain coordination

中图分类号:

F252

陈志松, 方莉. 线上线下融合模式下考虑战略顾客行为的供应链协调研究[J]. 中国管理科学, 2018, 26(2): 14-24.

CHEN Zhi-song, FANG Li. Supply Chain Coordination with Strategic Consumer Behavior under the Online To Offline Mode[J]. Chinese Journal of Management Science, 2018, 26(2): 14-24.

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