小型生鲜实体店全渠道零售的价值分析

The Value Analysis of Omni-channel Retailing of Small Fresh Stores

线上线下相互融合的全渠道零售模式迅速发展,小型生鲜实体店传统零售需要向全渠道零售模式转型以谋求长久发展。论文通过基于报贩模型的理论建模与数值实验方法,研究小型生鲜实体店与线上平台合作开展全渠道零售的价值问题。研究发现,开展全渠道零售后,新增线上顾客比例较小或由线下转到线上购物的原有顾客比例较大,则实体店零售商的利润可能受损。

The omni-channel retail model that integrates online and offline is developing rapidly. The traditional retail of small fresh physical stores needs to transform to the omni-channel retail model for long-term development. Through theoretical modeling and numerical experiment methods based on the Newsvendor Model, this paper studies the value of the development of omni-channel retailing in smallscale fresh physical stores and online platforms. The study finds that after launching omni-channel retailing, if the proportion of new online customers is small or the proportion of original customers moving from offline to online shopping is large, the profits of physical retailers may be damaged.