全渠道零售下“Showrooms”对需求分布、定价和收益的影响研究

doi:10.16381/j.cnki.issn1003-207x.2019.12.009

Abstract

Abstract: In recent years, Showrooms, as a new experience business mode, has the advantages of improving the experience effect and reducing the return rate, and has an important impact on the profit of the retailer. In this study, profit models of the retailer before and after setting up Showrooms under the single Online channel and "Online + Store" channel are established on the basis of consumer utility in various channels, and then the impact of Showrooms on pricing, market demand, profit and online return rate with the cases of fixed price and optimal price are analyzed. The results show that:(1) Under single online channel, opening of Showrooms can increase the retailer's total market demand, and increase the total profit under the condition of the showrooms' operation cost is low when we fix the online price; while setting up showrooms can increase the retailer's online price and total demand and total profit under the condition of the showrooms' operation cost is low when we optimize the online price, but the total profit increase more under the pricing strategy of fixed price. (2) Under "Store + Online" dual channel, opening of Showrooms can increase the retailer's total demand and total profit under the condition of the Showrooms' operation cost is low and the online channel's return rate and shopping inconvenient cost is high, and the increase is greatest under the strategy of optimizing the online price only, followed by the strategy of the fixed store price and online price. But when both channel prices are optimized or only store price is optimized, the increase in total profit is not significant. (3) In addition, the final trend of price optimization is the same price on the online and offline line, and "Online+Store+Showrooms" channels will become into "Showrooms+Online or Store" channel, which is a new retail mode is of online and offline interoperability. (4) Opening of Showrooms can reduce the total online return rate and return amount.

Key words: Omni-channel, Showroom + Online channel, utility function, return rate

CLC Number:

F224.5

LIU Jin-rong, XU Qi. Impact of “Showrooms” on Demand Allocation, Pricing and Profit in Omni-channel Retailing[J]. Chinese Journal of Management Science, 2019, 27(12): 88-99.

References

[1] Verhoef P C, Kannan P K, Inman J J. From multi-channel retailing to omni-channel retailing:Introduction to the special issue on multi-channel retailing[J]. Journal of Retailing, 2015, 91(2):174-181.
[2] Rigby D. The future of shopping[J]. Harvard Business Review, 2011, 89(12):65-76.
[3] 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.
[4] Cao J, So K C, Yin Shuya. Impact of an "online-to-store" channel on demand allocation, pricing and profitability[J]. European Journal of Operational Research, 2016, 248(1):234-245.
[5] Gao Fei, Su Xuanming. Omnichannel retail operations with buy online and pickup in store[J]. Management Science, 2017a, 63(8):2478-2492.
[6] 刘咏梅, 周笛. 实行BOPS模式是否总是有益的? 与传统双渠道的对比研究[J]. 运筹与管理, 2018, 27(2):168-177.
[7] 范辰, 刘咏梅, 陈晓红. 考虑向上销售和渠道主导结构的BOPS定价与服务合作[J].中国管理科学, 2018, 26(3):101-108.
[8] Bell D, Gallino S, Moreno A. Showrooms and information provision in omni-channel retail[J]. Production and Operations Management, 2015, 24(3):360-362.
[9] Bell D R, Gallino S, Moreno A. Offline showrooms in omni-channel retail:Demand and operational benefits[J]. Management Science, http://dx.doi.org/10.1287/mnsc.2016.2684.
[10] Gao Fei, Su Xuanming. Online and offline information for omnichannel retailing[J]. Manufacturing and Service Operations Management, 2017b, 19(1):84-98.
[11] Ofek E, Katona Z, Sarvary M. "Bricks and clicks":The impact of product returns on the strategies of multichannel retailers[J]. Marketing Science, 2011, 30(1):42-60.
[12] Chen Jing, Bell P C. The impact of customer returns on supply chain decisions under various channel interactions[J]. Annals of Operations Research, 2013, 206(1):59-74.
[13] Li Yongjian, Xu Lei, Li Dahui. Examining relationships between the return policy, product quality, and pricing strategy in online direct selling[J]. International Journal of Production Economics, 2013, 144(2):451-460.
[14] 黄宗盛, 聂佳佳, 赵映雪. 基于消费者满意的双渠道销售商退款保证策略研究[J]. 中国管理科学, 2016, 24(2):61-67.
[15] 张学龙, 吴豆豆, 王军进, 等. 考虑退货风险的制造商双渠道供应链定价决策研究[J]. 中国管理科学, 2018, 26(3):59-70.
[16] Guide V D R, Souza G C, Van Wassenhove L N V, et al. Time value of commercial product returns[J]. Management Science, 2006,52(8):1200-1214.
[17] Su Xuanming. Consumer returns policies and supply chain performance[J]. Manufacturing and Service Operations Management, 2009, 11(4):595-612.
[18] Chiang W K, Chhajed D, Hess J D. Direct marketing, indirect profits:A strategic analysis of dual-channel supply-chain design[J]. Management Science, 2003, 49(1):1-20.
[19] Vlachos D, Dekker R. Return handling options and order quantities for single period products[J]. European Journal of Operational Research, 2003, 151(1):38-52.
[20] Yao Dongqing, Yue Xiaohang, Wang Xiaoyin, et al. The impact of information sharing on a returns policy with the addition of a direct channel[J]. International Journal of Production Economics, 2005, 97(2):196-209.

Impact of “Showrooms” on Demand Allocation, Pricing and Profit in Omni-channel Retailing

PDF (PC)

Knowledge

Abstract

Cite this article

share this article

References

Related Articles 15

Metrics

Comments

Recommended 10

[1]	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.
[2]	LI Fang-chao, ZHANG Cheng-ke, ZHU Huai-nian. Equivalent Administrative Charges of the DC Pension Plan under the Heston Model [J]. Chinese Journal of Management Science, 2019, 27(12): 11-21.
[3]	WANG Chao, HE Jian-min, MA Jing. Indirect Correlation Network between Banks Based on Common Assets [J]. Chinese Journal of Management Science, 2019, 27(11): 23-30.
[4]	FAN Dan-dan, XU Qi, CHENG Fang-zheng. Brand Suppliers' O2O Channel Selection and Decision Optimization Considering the Impact of Customer Returns [J]. Chinese Journal of Management Science, 2019, 27(11): 138-148.
[5]	LIU Dong-xia, CHEN Hong. Study on the Remanufacturing Strategy for Durable Goods Monopolist with Second-hand Market [J]. Chinese Journal of Management Science, 2018, 26(6): 104-114.
[6]	CHEN Yi-you, ZHANG Jin, LUO Jian-qiang. The Impact of Customers' Choice Behavior on Pickup Point Location [J]. Chinese Journal of Management Science, 2017, 25(5): 135-144.
[7]	MENG Fan-sheng, WANG Xue-song, ZHOU Liang-liang. The Research on the Motivation Model based on the Dual Cost Control Standards [J]. Chinese Journal of Management Science, 2014, 22(7): 94-99.
[8]	YANG Zhong-zhi, SUN Hao-chen, PENG Jun-wei. Computational Solving and Parameters Analysis of Bargaining Pricing for Properties Based on the Wealth Utility [J]. Chinese Journal of Management Science, 2014, 22(2): 129-134.
[9]	YAO Hai-xiang, LI Zhong-fei. Expected Utility Maximization Optimal Portfolio Selection Based on Nonparametric Estimation Framework [J]. Chinese Journal of Management Science, 2014, 22(1): 1-9.
[10]	XIE Bai-chen, DU Gang. Utility Malmquist Index and Listed Thermal Power Corporations Empirical Analysis [J]. Chinese Journal of Management Science, 2010, 18(1): 46-51.
[11]	LIN Zhi-bing, ZHANG Qi-shan, LI Mei-juan. Supply Chain Coordination Analysis with Deductible Insurance Contract [J]. Chinese Journal of Management Science, 2009, 17(6): 57-62.
[12]	JIANG Shu-yuan, JIANG Qing-fang. The Functional Expressions of Utility Measured as Constant Risk Preference and Parameters Determination [J]. Chinese Journal of Management Science, 2007, 15(1): 16-20.
[13]	WANG Liang, YANG Nai-ding. Utility Function of Alliance Number and Its Solution under Project Cooperation Based on Resources [J]. Chinese Journal of Management Science, 2005, (5): 100-104.
[14]	JIANG Shu-yuan, JIANG Qing-fang. The Utility Measure of Consumer and Demand Functions of Industry [J]. Chinese Journal of Management Science, 2004, (6): 81-85.
[15]	Li Biqiang, Liu Yunzhe. The Principal-Agent Relations in Organization Institution of Modern Enterprises [J]. Chinese Journal of Management Science, 1999, (2): 57-61.