中国管理科学 ›› 2022, Vol. 30 ›› Issue (6): 135-146.doi: 10.16381/j.cnki.issn1003-207x.2019.1181
• 论文 • 上一篇
金亮1, 陈朝晖2,3, 温焜4
收稿日期:
2019-08-10
修回日期:
2019-12-18
发布日期:
2022-06-24
通讯作者:
陈朝晖(1977-),男(满族),辽宁省大连市人,大连海洋大学海洋法律与人文学院,副教授,南昌理工学院客座教授,博士,研究方向:经济法学;Email:czh@sztt.org.cn.
E-mail:czh@sztt.org.cn
基金资助:
JIN Liang1, CHEN Chao-hui2,3, WEN Kun4
Received:
2019-08-10
Revised:
2019-12-18
Published:
2022-06-24
Contact:
陈朝晖
E-mail:czh@sztt.org.cn
摘要: 随着消费者消费观念的转变以及《消费者权益保护法》的普及,越来越多的电商企业开设体验店来改善消费者购物体验。本文针对由制造商(或供应商)和开设了体验店的线上零售商(或电商平台)组成的“线下体验,线上购买”O2O系统,考虑可能存在的消费者退货行为以及O2O系统成员企业之间的不对称信息,构建消费者预期效用函数,建立供应链两阶段动态博弈模型。通过模型求解,分析线上零售商开设体验店的可行条件及其对各个企业定价策略和消费者行为的影响,从制造商、O2O系统以及消费者剩余角度考察体验店的价值。研究发现:从线上零售商的角度,开设体验店存在可行条件,但在此可行条件内,体验店的开设总是能够有效提升制造商和供应链系统的期望利润;线上零售商开设体验店能够扩大市场占有率,并降低产品退货率和提升消费者剩余。最后,对原始模型进行了不同维度的扩展,分析产品体验影响消费者满意度和体验店设库存销售产品等情形下的体验店价值。
中图分类号:
金亮, 陈朝晖, 温焜. 线上零售商开设体验店:基于供应链的视角[J]. 中国管理科学, 2022, 30(6): 135-146.
JIN Liang, CHEN Chao-hui, WEN Kun. Online Retailers Open the Showroom: Based on the Perspective of Supply Chain[J]. Chinese Journal of Management Science, 2022, 30(6): 135-146.
[1] Yuan Y, Deily M E, Yao Y. Willingness to pay for status signals in online luxury markets[J]. Production and Operations Management, 2022, 31(2): 668-680. [2] 商务部. 商务部电子商务司负责人介绍2019年上半年网络零售市场发展情况[EB/OL]. (2019-08-08)[2019-12-15]. http://www.mofcom.gov.cn/article/ae/sjjd/201908/20190802889056.shtml.Ministry of Commerce of China. Development of the online retail market in the first half of 2019[EB/OL]. (2019-08-08)[2019-12-15]. http://www.mofcom.gov.cn/article/ae/sjjd/201908/20190802889056.shtml. [3] 商务部. 商务部就2017年全国农村电商发展情况等答问[EB/OL]. (2018-01-25)[2019-08-01]. http://www.gov.cn/xinwen/2018-01/25/content_5260868.htm.Ministry of Commerce of China. The Ministry of Commerce answers questions on the development of rural e-commerce in 2017[EB/OL]. (2018-01-25)[2019-08-01]. http://www.gov.cn/xinwen/2018-01/25/content_5260868.htm. [4] 商务部. 商务部召开例行新闻发布会(2019年2月21日)[EB/OL]. (2019-02-22)[2019-08-01]. http://www.mofcom.gov.cn/article/ae/ah/diaocd/201902/20190202836938.shtml.Ministry of Commerce of China.The Ministry of Commerce held a regular press conference(February 21, 2019)[EB/OL]. (2019-02-22)[2019-08-01]. http://www.mofcom.gov.cn/article/ae/ah/diaocd/201902/20190202836938.shtml. [5] 国家统计局. 国家统计局统计科学研究所所长万东华解读我国经济发展新动能指数[EB/OL]. (2018-11-)[2019-08-01]. http://www.stats.gov.cn/tjsj/sjjd/201811/t20181123_1635446.html.National Bureau of Statistics of China. Interpretation of the new kinetic energy index of China’s economic development [EB/OL]. (2018-11-)[2019-08-01]. http://www.stats.gov.cn/tjsj/sjjd/201811/t20181123_1635446.html. [6] Xu Xun, Jackson J E. Examining customer channel selection intention in the omni-channel retail environment[J]. International Journal of Production Economics, 2019, 208: 434-445. [7] 江积海, 王烽权. O2O商业模式的创新路径及其演进机理——品胜公司平台化转型案例研究[J]. 管理评论, 2017, 29(9): 249-261.Jiang Jihai, Wang Fengquan. Innovation paths and evolutionary mechanism of O2O business model: A case study of pisen’s platform transformation[J]. Management Review,2017, 29(9): 249-261. [8] Harsha P, Subramanian S, Uichanco J. Dynamic pricing of omnichannelinventories: Honorable mention—2017 M&SOM practice-based research competition[J]. Manufacturing & Service Operations Management, 2019, 21(1): 47-65. [9] Gallino S, Moreno A. Integration of online and offline channels in retail: The impact of sharing reliable inventory availability information[J]. Management Science, 2014, 60(6): 1434-1451. [10] Akturk M S, Ketzenberg M, Heim G R. Assessing impacts of introducing ship-to-store service on sales and returns in omnichannel retailing: A data analytics study[J]. Journal of Operations Management, 2018, 61: 15-45. [11] 刘伟, 徐鹏涛. O2O电商平台在线点评有用性影响因素的识别研究——以餐饮行业O2O模式为例[J]. 中国管理科学, 2016, 24(5): 168-176.Liu Wei, Xu Pengtao. A study on influencing factors of the helpfulness of online reviews in O2O of restaurant industry——Based ontobitmodel[J]. Chinese Journal of Management Science, 2016, 24(5): 168-176. [12] Cao J, So K C, Yin S. Impact of an “online-to-store” channel on demand allocation, pricing and profitability[J]. European Journal of Operational Research, 2016, 248(1): 234-245. [13] Gao Fei, Su Xuan ming. Omnichannel retail operations with buy-online-and-pick-up-in-store[J]. Management Science, 2017, 63(8): 2478-2492. [14] Li Hui, Shen Qiaowei, Bart Y. Local market characteristics and online-to-offline commerce: An empirical analysis of groupon[J]. Management Science, 2018,64(4): 1477-1973. [15] Jin Ming, Li Gang, Cheng T C E. Buy online and pick up in-store: Design of the service area[J]. European Journal of Operational Research, 2018, 268(2): 613-623. [16] Bell D R, Gallino S, Moreno A. How to win in an omnichannel world[J]. MIT Sloan Management Review, 2014, 56(1): 44-53. [17] Bell D R, Gallino S, Moreno A. Showrooms and information provision in omni-channel retail[J]. Production and Operations Management, 2015, 24(3): 360-362. [18] Bell D R, Gallino S, Moreno A. Offline showrooms in omnichannel retail: Demand and operational benefits[J]. Management Science, 2018, 64(4):1629-1651. [19] Gao Fei, Su Xuanming. Online and offline information for omnichannel retailing[J]. Manufacturing & Service Operations Management, 2017, 19(1): 84-98. [20] 金亮, 张旭梅, 但斌, 等. 交叉销售下“线下体验+线上零售”的O2O供应链佣金契约设计[J]. 中国管理科学, 2017, 25(11): 33-46.Jin Liang, Zhang Xumei, Dan Bin, et al. Commission contract design in “offline evaluation, online purchase” supply chain in the presence of cross-selling[J]. Chinese Journal of Management Science, 2017, 25(11): 33-46. [21] 金亮. 线下到线上O2O供应链线上推荐策略及激励机制设计[J]. 管理评论, 2019, 31(5): 242-253.Jin Liang. Optimal online referral strategy and incentive mechanism in O2O supply chain[J]. Management Review, 2019, 31(5): 242-253. [22] Dzyabura D, Jagabathula S. Offline assortment optimization in the presence of an online channel[J]. Management Science, 2018, 64(6): 2473-2972. [23] Li Gang, Zhang Tao, Tayi G K. Inroad into omni-channel retailing: Physical showroom deployment of an online retailer[J]. European Journal of Operational Research, 2020, 283(2): 676-691. [24] Xia Yusen, Xiao Tiaojun, Zhang G P. The impact of product returns and retailer’s service investment on manufacturer's channel strategies[J]. Decision Sciences, 2017, 48(5): 918-955. [25] Jin Liang, Zheng Benrong, Huang Shoujun. Pricing and coordination in a reverse supply chain with online and offline recycling channels: A power perspective[J]. Journal of Cleaner Production, 2021, 298(5): 126786. [26] 金亮, 郑本荣, 胡浔. 专利授权合同设计与生产外包——基于企业社会责任的视角[J]. 南开管理评论, 2019, 22(3): 40-53.Jin Liang, Zheng Benrong, Hu Xun. Patent licensing and production outsourcing: Based on the perspective of corporate social responsibility[J]. Nankai Business Review, 2019, 22(3): 40-53. [27] Huang Song, Guan Xu, Chen Yingju. Retailer information sharing with supplier encroachment[J]. Production and Operations Management, 2018, 27(6): 1133-1147. [28] 金亮, 吴应甲, 赵新杰. 消费者退货对在线零售商促销与合同设计的影响研究[J]. 中国管理科学, 2020, 28(6): 111-124.Jin Liang, Wu Yingjia, Zhao Xinjie. The impact of consumer returns on the promotion strategies and contract design of online retailer[J]. Chinese Journal of Management Science,2020, 28(6): 111-124. [29] 金亮, 郑本荣, 周楠. 专利技术授权、生产外包与合同设计[J]. 中国管理科学, 2021, 29(6): 91-104.Jin Liang, Zheng Benrong, Zhou Nan. Patent technical authorization, production outsourcing and contracts design[J]. Chinese Journal of Management Science, 2021, 29(6): 91-104. |
[1] | 余玉刚, 郑圣明, 李建平, 李敏强, 舒嘉, 吴建军. 管理科学与工程学科“十四五”重点前沿领域的顶层布局与具体内容:面向基础科学理论与国家重大需求[J]. 中国管理科学, 2022, 30(5): 1-8. |
[2] | 李建平, 吴登生, 郝俊. 技术驱动的管理科学与工程研究[J]. 中国管理科学, 2022, 30(5): 9-14. |
[3] | 吴建军, 吕莹. 全球变局下的管理科学与工程研究[J]. 中国管理科学, 2022, 30(5): 21-26. |
[4] | 舒嘉, 丁溢, 倪文君. 管理科学与工程理论与方法突破若干重点前沿领域[J]. 中国管理科学, 2022, 30(5): 27-30. |
[5] | 黄诗童, 赵希男, 周岩. 面向动态评价的长效机制及其构建研究[J]. 中国管理科学, 2022, 30(5): 180-191. |
[6] | 马敬佩, 李文立. 盗版威胁下信息产品在线销售模式选择研究[J]. 中国管理科学, 2022, 30(5): 216-225. |
[7] | 王文隆, 姚锐, 张涑贤. 考虑制造商创新的供应链双向需求信息共享研究[J]. 中国管理科学, 2022, 30(5): 226-235. |
[8] | 王婧怡, 佘金凤, 董双. 基于SVN的重大工程组织安全行为价值网络及驱动路径研究[J]. 中国管理科学, 2022, 30(5): 275-286. |
[9] | 汪平, 张丽君, 孙鲁平. 参照依赖的消费者选择及其建模方法回顾与展望[J]. 中国管理科学, 2022, 30(4): 119-131. |
[10] | 丰景春, 董灵莉. 多资源约束下基于关键链的项目群工期-费用优化[J]. 中国管理科学, 2022, 30(4): 132-143. |
[11] | 刘珊, 姚锋敏, 陈东彦, 滕春贤. 回收竞争下考虑CSR行为的闭环供应链定价决策及协调[J]. 中国管理科学, 2022, 30(4): 205-217. |
[12] | 许保光, , 常嘉欣, , 高敏刚. 考虑人车混采的道路信息采集的路径规划研究[J]. 中国管理科学, 2022, 30(4): 218-227. |
[13] | 刘明, 徐锡芬, 宁静, 曹杰. 基于订单数据分析的共享单车重置调度优化研究[J]. 中国管理科学, 2022, 30(4): 275-286. |
[14] | 马志强, 徐小峰, 何正文, 王能民. 复杂不确定环境下活动可拆分的项目资源鲁棒性调度优化[J]. 中国管理科学, 2022, 30(3): 117-130. |
[15] | 周晓阳, 陈可欣, 温浩宇, 汪寿阳. 政府补贴下考虑零售商不同竞争行为的闭环供应链决策及合同选择[J]. 中国管理科学, 2022, 30(3): 176-188. |
阅读次数 | ||||||
全文 |
|
|||||
摘要 |
|
|||||
|