Abstract: Omnichannel retail brings value to retailers and consumers by integrating online and offline. However, implementing omnichannel requires more operation cost, and proper offline store layout is the key to success. Based on the theory of consumer utility and optimization, this paper investigates the pricing decision, optimal store densityand related conditions of omnichannel implementation,by analyzing the balance of interests between retailers and consumers. Theresults show that: omnichannel pricing has a significant relationship with offline inconvenience cost and other factors; appropriate offline store density is the key to the success of BOPS strategy, and the optimal density is related to omni-channel implementation intensity and offline distance cost effect, and BOPS store density is greater than BOPS+SFS. Omni-channel strategy is not always profitable. When the offline distance cost effect is low, BOPS mode is better than single online channel. However, when the offline inconvenience coefficient or the BOPS operationcost coefficient is high BOPS+SFS is more feasible.

Key words: omni-channel retail, channel strategy, store density, pricing decision

摘要： 全渠道零售通过整合线上线下发挥协同效应,为零售商和消费者带来价值。但实施全渠道需要更多的成本投入,而合适的线下门店布局是成功的关键。本文基于消费者效用和优化理论,通过零售商和消费者的利益平衡分析,探讨零售商实施全渠道策略下的定价决策、最优门店密度以及相关的全渠道实施的条件。结果表明:全渠道模式的定价与线下不便成本等因素有显著关系;合适的线下门店密度是BOPS策略成功的关键,而最优的密度与与全渠道运营成本系数以及线下门店距离成本难度系数有关,BOPS门店密度大于BOPS+SFS;全渠道策略并不一定有利可图,当线下距离成本效应较低时,BOPS模式优于单一线上销售模式;而BOPS实施成本强度较大或线下距离难度效应较高时,BOPS+SFS则更为可行。

关键词: 全渠道零售, 渠道策略, 线下门店密度, 定价决策