商品零售全渠道定价策略与最优收益选择——兼析BOPS模式下制造商和零售商促销安排的成本分摊问题

Commodity retail omni-channel pricing strategy and optimal profit selection——Analyze the cost sharing problem of the promotion arrangement between manufacturers and retailers under the BOPS model

促销活动对企业扩大商品销售量,提高经营效益具有重要意义。在全渠道供应链中,本文以供应商和零售商对促销服务的成本承担行为为基础,构建博弈模型,寻求最优解。在以整体利益最大为前提下,分析供应商和零售商承担促销服务成本的方式、线上消费者比例、促销服务产生的效果对供应链中各成员决策和利益的影响。通过以上研究,本文得出结论:当促销成本低、效果好时,应选择零售商促销;当促销成本高、效果差时,只有线上消费者比例偏大时,应选择零售商促销,其余情况应选择制造商促销。

Sales promotion is of great significance for enterprises to expand sales volume and improve business efficiency.In the omni channel supply chain,this paper constructs a game model to seek the optimal solution based on the cost bearing behavior of suppliers and retailers.Under the premise of maximizing the overall interests,this paper analyzes the impact of the way suppliers and retailers bear the cost of promotion services,the proportion of online consumers,and the effect of promotion services on the decision-making and interests of each member of the supply chain.Through the research above,this paper draws the conclusion:when the promotion cost is low and the effect is good,the retailer should choose the promotion;when the promotion cost is high and the effect is poor,only when the proportion of online consumers is relatively large,the retailer should choose the promotion,and the manufacturer should choose the promotion in the other situations.