突发公共卫生事件下双渠道零售商门店配送策略的采取决策

doi:10.16381/j.cnki.issn1003-207x.2022.1854

摘要/Abstract

摘要：

受突发公共卫生事件影响，“线上购买、门店发货”的门店配送模式成为零售业数字化转型的关键策略。本文研究双渠道零售商在两种疫情防控情形下门店配送策略的采取决策：疫情封控和封控解除。构建博弈模型给出了零售商在各情形下采取该策略的边界条件。然后，对比分析两种情形，得出了疫情防控状态与门店配送策略间的交互作用。研究结果表明，第一，疫情封控下，门店配送策略仅适用于门店分拣等运营成本较低且产品价值较高的零售商。第二，封控解除后，门店配送策略对运营成本低而产品价值高，以及运营成本高而产品价值低的零售商均有利。第三，零售商应根据疫情防控状态的变化来动态调整采取决策，且不同零售商采取决策的转变路径不一。第四，疫情封控不利于双渠道零售商，而对于运营成本低且产品价值高的零售商而言，门店配送策略能够减轻甚至消除此负面影响。

关键词: 新冠疫情, 新零售, 全渠道, O2O

Abstract:

Influenced by public health emergencies， ship-from-store （SFS） has emerged as a pivotal strategy for the digital transformation of the retail industry. However， given the potential cannibalization and complementarity effects between sales channels， as well as the additional operational costs associated with SFS， the question of whether dual-channel retailers should adopt this strategy remains unresolved. Furthermore， as the status of epidemic prevention and control evolves， it is essential to examine how dual-channel retailers should adjust their SFS adoption decisions in response. To address these issues， game-theoretic models are developed to analyze the adoption of SFS by dual-channel retailers under different pandemic control scenarios. First， the scenario involving mandatory lockdown policies is examined. By solving and comparing equilibrium outcomes before and after SFS adoption， the conditions under which retailers should implement this strategy are identified. Second， the post-lockdown scenario is analyzed， deriving the retailer’s optimal decision once such restrictions are lifted. Finally， through a comparative analysis of equilibrium outcomes across both scenarios （i.e.， with and without lockdown policies）， the interplay between pandemic control status and SFS adoption is revealed. The main findings are as follows. First， under lockdown policies， SFS is viable only for retailers with low operating costs and high product valuations. Second， once lockdown policies are lifted， SFS benefits not only retailers with low operating costs and high valuations but also those with high operating costs and low valuations. Third， retailers should dynamically adjust their SFS adoption decisions in accordance with changes in pandemic control status， with different types of retailers following distinct transition paths. Finally， although lockdown policies consistently harm dual-channel retailers， those with low costs and high valuations can leverage SFS to mitigate or even fully counteract these negative effects.

Key words: the COVID-19 epidemic, new retail, omnichannel, O2O

中图分类号:

F274

谢平, 徐迪. 突发公共卫生事件下双渠道零售商门店配送策略的采取决策[J]. 中国管理科学, 2025, 33(9): 77-88.

Ping Xie, Di Xu. Adoption Decision on Ship-from-store Strategy for Dual-channel Retailers in the Context of Public Health Emergencies[J]. Chinese Journal of Management Science, 2025, 33(9): 77-88.

图/表 11

表1

符号及含义"

符号	含义说明
OS，OSF，O，OF	上标：四种模型
s，o，f	下标：线下、线上和SFS渠道
$v$	产品价值
$θ$	消费者对产品估值的异质性
$h s$	顾客线下旅行成本
$h o$	顾客线上麻烦成本
$β$	SFS渠道覆盖比例
$t$	SFS渠道单位运营成本
$D$	产品需求
$p$	零售价
$π r$	零售商利润

表1

图1

图2

图3

表2

模型OSF的均衡"

变量	(a) $h o ≤ β$	(b) $h o > β$
$p O S F *$	$2 (v + t β) - 2 h o (1 + (t - 1) β + β 2) + h o 2 β 2 4$	$2 v + β (2 t + β) + h o 2 (1 + β 2) - 2 h o (1 + t β + β 2) 4$
$D O S F *$	$2 (v - t β) + 2 h o (β - 1 + t β - β 2) + h o 2 β 2 4 v$	$2 v + β (β - 2 t) + 2 h o (t β - 1 - β 2) + h o 2 (1 + β 2) 4 v$
$π r O S F *$	$4 v 2 + 4 (h o 2 β 2 + 2 h o (β - 1 + t β - β 2) - 2 t β) v + A 1 16 v$	$4 v 2 + 4 (β (β - 2 t) + 2 h o (t β - 1 - β 2) + h o 2 (1 + β 2)) v + A 2 16 v$

表2

图4

表3

封控转解封下双渠道零售商SFS采取决策的转变路径"

转变条件		转变结果
$t ≤ t ̂ O S F$	$v ̂ O S F < v < v ̂ O F$	不采取 $→$ 采取
$t ≤ t ̂ O S F$	$v ̂ O F ≤ v ≤ v ̂ O S F$	采取 $→$ 不采取
$t ̂ O S F < t ≤ t ̂ O F$	$v > m a x (v ̂ O F, v ̂ O S F)$	采取 $→$ 不采取
$t ̂ O S F < t ≤ t ̂ O F$	$v < m i n (v ̂ O F, v ̂ O S F)$	不采取 $→$ 采取
$t > t ̂ O F$	$v < v ̂ O S F$	不采取 $→$ 采取

表3

图5

图6

图7

图8

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