门店自提模式下的收货便利性研究

The Convenience of Receiving Goods with Picking Up in Store

考虑线上渠道的需求会受到收货便利性程度的影响,在传统的快递收货模式基础上研究增加门店自提后对线上渠道的需求量和零售商利润的影响并利用Matlab做数值分析。研究表明在消费者对门店自提带来的收货便利性较敏感,提供门店自提的成本相对不高的情况下,线上零售商努力提升门店自提的便利性可获得更多的利润。在实际决策中应主要考虑开通门店自提后的成本和对消费者需求的促进水平以及物流配套设施的支持等因素。

Considering that the customer’s demand of online channel will be affected by the convenience of receiving goods in the traditional express delivery mode,this paper studies the customer’s demand and e-retailer’s profit in the condition of buying online and picking up in store.Numerical analysis by the software of Matlab is used to analyze it.The result shows that e-retailer can make more profits by improving the convenience of picking up in store when consumers are more sensitive to the convenience of taking delivery of goods and the costs of providing picking up in store is relatively low.In the actual decision-making,e-retailer should take the costs of providing picking up in store and the promotion level of customer’s demand under the circumstance into consideration.What’s more,the support of logistics facilities is also an important factor that should be considered.