考虑传统双渠道和BOPS双渠道的消费者和零售商决策研究

doi:10.12005/orms.2022.0285

运筹与管理 ›› 2022, Vol. 31 ›› Issue (9): 56-62.DOI: 10.12005/orms.2022.0285

考虑传统双渠道和BOPS双渠道的消费者和零售商决策研究

左小德¹, 蓝贤钢^1,2, 黄钦¹

1.暨南大学管理学院,广东广州 510632;
2.珠海城市职业技术学院,广东珠海 519090

收稿日期:2019-02-11 出版日期:2022-09-25 发布日期:2022-10-21
作者简介:左小德(1968-),男,湖北应城,教授,博士,研究方向:供应链管理、项目管理;蓝贤钢(1988-),男,畲族,江西赣州人,博士,研究方向:供应链管理;黄钦(1994-),女,湖北人,硕士,研究方向:运营管理。
基金资助:
广东省海洋经济发展专项资金资助项目(2020-071)

Research of Consumers and the Retailer Optimization Decisions Based on BOPS with Return Policy

ZUO Xiao-de¹, LAN Xian-gang^1,2, HUANG Qin¹

1. School of Management, Jinan University, Guangzhou 510632, China;
2. Zhuhai City Polytechnic, Zhuhai 519090, China

Received:2019-02-11 Online:2022-09-25 Published:2022-10-21

摘要/Abstract

摘要： 本论文在全渠道零售的BOPS模式下,考虑允许退货研究消费者渠道选择问题。首先研究传统双渠道和实施BOPS的双渠道下的消费者和零售商决策。然后加入退货设定,对二者的决策进行重新研究和对比分析。研究发现:不考虑退货的情况下,引入BOPS模式能够提升实体店对零售商及消费者的吸引力;退货情况下,引入BOPS使消费者更愿意选择线下购买和销售,但不一定总能带来销售总量的增加;实施BOPS时,退货允许让零售商更愿意在实体店销售,同时消费者的购买渠道选择也变得复杂。

关键词: BOPS, 消费者渠道选择, 库存管理, 退货

Abstract: In this paper, under the BOPS model of omni-channel retail, we consider allowing returns to study the problem of consumer channel selection. First, the consumer and retailer decision-making under traditional dual-channel and dual-channel implementation of BOPS is investigated. Then we add the return setting, and re-study and compare the decision-making of the two. The study finds: the introduction of the BOPS model can improve the attractiveness of physical stores to retailers and consumers without considering returns;In the case of returns, the introduction of BOPS makes consumers more willing to choose offline purchases and sales, but it may not always lead to an increase in total sales; When BOPS is implemented, returns allow retailers to be more willing to sell in brick-and-mortar stores, while also complicating consumer purchase channel choices.

Key words: BOPS, consumers channel choice, inventory management, returns

中图分类号:

C934

左小德, 蓝贤钢, 黄钦. 考虑传统双渠道和BOPS双渠道的消费者和零售商决策研究[J]. 运筹与管理, 2022, 31(9): 56-62.

ZUO Xiao-de, LAN Xian-gang, HUANG Qin. Research of Consumers and the Retailer Optimization Decisions Based on BOPS with Return Policy[J]. Operations Research and Management Science, 2022, 31(9): 56-62.

参考文献

[1] Pantano E, Viassone M. Engaging consumers on new integrated multichannelretail settings: challenges for retailers[J]. Journal of Retailing and Consumer Services, 2015, 25(1): 106-114.
[2] Su X, Zhang F. Strategic customer behavior, commitment, and supply chain performance[J]. Social Science Electronic Publishing, 2008, 54(10): 1759-1773.
[3] Bell D R, Gallino S, Moreno A. Inventory showrooms and customer migration in omni-channel retail: the effect of product information[Z]. University of Pennsylvania, Philadelphia, 2013.
[4] Gao F, Su X. Online and offline information for omnichannel tetailing[J]. Manufacturing & Service Operations Management, 2017, 19(1): 84-98.
[5] Rigby D. The future of shopping[J]. Harvard Business Review, 2011, 89(12): 56-67.
[6] 李飞.全渠道零售的含义、成因及对策——再论迎接中国多渠道零售革命风暴[J].北京工商大学学报(社会科学版),2013,28(2):1-11.
[7] 齐永智,张梦霞.全渠道零售:演化、过程与实施[J].中国流通经济,2014,28(12):115-121.
[8] Chatterjee P. Causes and consequences of ‘order online pick up in-store' shopping behavior[J]. International Review of Retail Distribution & Consumer Research, 2010, 20(4): 431-448.
[9] Gao F, Su X. Omnichannel retail operations with buy-online-and-pickup-in-store[J]. Management Science, 2016, 63(8): 2478-2492.
[10] 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.
[11] 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.
[12] 刘咏梅,周笛,陈晓红.考虑线下零售商服务成本差异的BOPS渠道整合[J].系统工程学报,2018,33(1):90-102.
[13] Kim E, Park M, Lee J. Determinants of the intention to use buy-online, pickup in-store(BOPS): the moderating effects of situational factors and producttype[J]. Telematics and Informatics, 2017, 34: 1721-1735.
[14] Akçura M T, Srinivasan K. Research note: customer intimacy and cross-selling strategy[J]. Management Science, 2005, 51(6): 1007-1012.
[15] Deneckere R, Peck J. Competition over price and service rate when demand is stochastic: a strategic analysis[J]. Rand Journal of Economics, 1992, 26(26): 148-162.

考虑传统双渠道和BOPS双渠道的消费者和零售商决策研究

Research of Consumers and the Retailer Optimization Decisions Based on BOPS with Return Policy

PDF

可视化

摘要/Abstract

引用本文

使用本文

参考文献

相关文章 15

编辑推荐

Metrics

[1]	金亮. 退款保证对竞争供应链的影响:基于顾客退货行为视角[J]. 运筹与管理, 2022, 31(9): 113-119.
[2]	武志辉, 陈东彦. VMCI下考虑顾客退货的供应链联合促销与协调[J]. 运筹与管理, 2022, 31(8): 39-44.
[3]	赵玲, 刘志学. 考虑顾客退货和固定成本的联合补货与定价策略[J]. 运筹与管理, 2022, 31(6): 105-110.
[4]	王雨亭, 陈克红, 王兰婷, 董克. 考虑退货的电商平台销售策略[J]. 运筹与管理, 2022, 31(4): 163-168.
[5]	初良勇, 左世萍, 阮志毅. 考虑退货不确定性的多层次多站点逆向物流网络选址优化研究[J]. 运筹与管理, 2021, 30(9): 73-79.
[6]	李建斌, 汪鹏程, 罗晓萌. 双寡头垄断下全渠道竞争优化策略[J]. 运筹与管理, 2021, 30(7): 1-8.
[7]	原逸超, 石岿然. 考虑策略型消费者和退货的零售商降价促销决策研究[J]. 运筹与管理, 2020, 29(7): 58-63.
[8]	张琴义, 刘咏梅, 李学兰. 考虑制造商开设展厅的横向竞争博弈及定价-服务策略[J]. 运筹与管理, 2020, 29(5): 171-180.
[9]	程硕, 曹铭, 程明宝, 张弓亮. 考虑预付定金和退货的SMPEs产品定价与优化策略[J]. 运筹与管理, 2019, 28(9): 181-191.
[10]	段永瑞,徐超,霍佳震. 服务水平约束下动态定价与库存管理[J]. 运筹与管理, 2019, 28(5): 1-7.
[11]	罗美玲, 李刚. 多渠道供应链中的跨渠道退货服务策略研究[J]. 运筹与管理, 2019, 28(2): 16-22.
[12]	赵菊, 张强, 程薇嘉. B2C零售商退货渠道策略研究[J]. 运筹与管理, 2019, 28(12): 130-136.
[13]	杨慧, 戈磊, 李颜戎, 孙菲. 不透明销售的顾客退货政策选择[J]. 运筹与管理, 2019, 28(12): 137-143.
[14]	刘璐, 吴军, 李健, 杨丰梅. 考虑合同保质期的快速失效药品的二级供应链库存策略研究[J]. 运筹与管理, 2018, 27(7): 1-9.
[15]	李延晖, 吴建林, 郭昊. 电子商务环境下考虑退货的选址库存问题模型与算法[J]. 运筹与管理, 2018, 27(1): 63-73.