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

摘要： 针对企业线上线下渠道融合战略中提出的BOPS(buy-online-and-pick-up-in-store)模式,在集中式和分散式两情境下分别构建并对比了BOPS和传统双渠道模型,探讨了在传统双渠道基础之上引入BOPS服务是否对企业而言总是有好处的,并分析了传统型消费者占比和消费者的服务敏感性程度对企业实施BOPS的影响。研究表明,企业是否在传统双渠道模式基础上增设BOPS服务,取决于市场中传统型消费者占比规模(即偏好传统零售的消费者)以及各类型消费者对线下服务的敏感性程度;BOPS模式下,当消费者BOPS行为的真正动机是出于欲体验线下零售服务时,对实施BOPS的制造商企业而言更为有利;同时,企业的产品定价和线下服务水平不仅需要考量生产、服务成本,同样需对消费者的服务敏感性有准确的了解和定位。

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