基于消费者效用的BOPS定价与协调策略

Pricing and coordination strategy of BOPS based on consumer utility

针对由单制造商和单零售商构成的二级供应链,考虑开通“线上下单,线下取货”BOPS模式后,存在渠道融合和制造商零售商双方合作的情形,根据消费者效用函数分析得出全渠道供应链的需求函数,并在此基础上建立利润模型,求解分散决策和集中决策下的最优定价,进而设计全渠道供应链协调契约。通过模型求解及数值分析,结果显示,决策者应进行成本加成定价;当消费者对BOPS方式的偏好一定时,消费者对纯线上方式的偏好越大,价格越高,供应链总利润越大;收益共享加固定转移支付契约可使全渠道供应链完美协调。

In the two-level supply chain composed of single manufacturer and single retailer,there exists the situation of channel integration and coordination between manufacturer and retailer after establishing the mode of“placing order online and picking goods offline”.The demand function of the omni-supply chain is obtained based on the analysis of consumer utility function,and the profit model is established to solve the pricing strategy in centralized and decentralized decision making.We then design the coordination contract of omni-supply chain.The solutions and numerical analysis show that:the decision maker should carry out cost plus pricing;that when consumers have a certain preference for BOPS,the greater the consumer’s preference for pure online mode,the higher the prices,and the greater the total profit of the supply chain;and that revenue sharing plus fixed transfer payment contract can make the omni-channel supply chain achieve full coordination.