新零售背景下考虑渠道偏好和需求迁移的零售供应链决策研究

Research on Retail Supply Chain Decision Considering Channel Preference and Demand Migration in the New Retail Background

新零售背景下,通过考虑消费者对线上平台和线下门店渠道的不同偏好程度以及两渠道间的需求迁移,构建了零售供应链模型。研究发现:当市场整体的需求迁移现象不显著时,若消费者倾向于线下消费,此时线下渠道更易获利,零售商应更加重视门店运营;当需求迁移水平适中时,零售商应将消费者对线下渠道的偏好程度保持在较高水平;当需求迁移现象显著时,若消费者倾向于线下消费,线下门店利润反而会降低,此时零售商应积极引导消费者进行线上下单。

A retail supply chain model was constructed under the background of new retail,which considered consumers’different preferences for online platform and offline store,as well as the demand migration between the two channels.It is found that when the overall market demand migration is not significant and consumers tend to consume offline,offline stores are more profitable,and retailers should pay more attention to store operation.When the level of demand migration is moderate,retailers should keep consumers’preference for offline channels at a high level.When the demand migration is significant and consumers tend to consume offline,the profit of offline stores will be reduced instead.At this time,retailers should actively guide consumers to place orders online.