考虑服务敏感性的零售商BOPS渠道定价与服务决策

Pricing and Service Decision of Retailer BOPS Channel Considering Service Sensitivity

考虑不同渠道消费者对服务的敏感性,研究零售商引入BOPS渠道前后两种情形下影响零售商最优定价与服务策略的重要因素,分析两种情形下零售商最优定价与服务策略的变化以及消费者服务敏感性对零售商开展BOPS模式的影响,最后采用数值分析对结论进行验证。结果表明:引入BOPS渠道前,零售商最优定价与服务策略与线下实体店消费者的服务敏感性成正相关;引入BOPS渠道后,零售商最优定价与服务策略与线下实体店消费者的服务敏感性和BOPS渠道消费者的服务敏感性成正相关,并且BOPS渠道消费者的服务敏感性对零售商最优定价与服务策略的影响更大。此外,受BOPS渠道消费者的服务敏感性和BOPS渠道消费者产生的额外消费给实体店铺带来的平均单位利润两个因素的影响,在一定条件下零售商引入BOPS渠道后的最优定价与服务策略高于未引入BOPS渠道的最优定价与服务策略。

In this paper,we considered the service sensitivity of customers from different channels,studied the factors influencing a retailer's optimal pricing and service strategy before and after the retailer introducing the BOPS channel,and analyzed the changes of the retailer's optimal pricing and service strategy in said two situations,as well as the influence of consumers'sensitivity for service on the retailer's development of BOPS mode.Finally,we used numerical analysis to verify the conclusion.The result shows that before the introduction of BOPS channel,the retailer's optimal pricing and service strategy are positively correlated with offline store consumers'sensitivity for service;after the introduction of BOPS channel,the retailer's optimal pricing and service strategy are positively correlated with the service sensitivity of offline store consumers and the service sensitivity of BOPS channel consumers,while the service sensitivity of BOPS channel consumers has a greater impact on the retailer's optimal pricing and service strategy.In addition,influenced by the service sensitivity of BOPS channel consumers and the average unit profit brought to offline stores by extra consumption generated by BOPS channel consumers,under certain conditions,the optimal pricing and service strategy of the retailer after the introduction of BOPS channel are higher than those where no BOPS channel is introduced.