关键词: Buy Online and Pick up in Store, 渠道整合, 传统双渠道, 服务

Abstract: Based on the “Buy-Online-and-Pick-up-in-Store” policy proposed by some corporations that actualize channel-integration strategy, this paper constructs and compares the BOPS model with traditional dual channel in both centralized and decentralized contexts. Moreover, this paper explores whether it is always beneficial for companies to introduce BOPS on the basis of dual channel, and analyzes the impact of traditional-consumer proportion and degree of consumers’ service sensitivity. The results show that, first, whether corporations adopt the BOPS mode or not depends on the size of BOPS-consumer and consumers’ service sensitivity degree; second, it is more favorable for BOPS manufacturers when consumers’ real motive of BOPS behavior is to experience the offline service; and finally, corporations should not only consider the production and service cost but also have a precise understanding and orientation of consumers’ service sensitivity when making the price and service strategies.

Key words: buy online and pick up in store, channel integration, traditional dual channel, service