双寡头垄断下全渠道竞争优化策略

The Omnichannel Competitive Optimization Strategy under Duopoly

引入包含线上购买线下取货(buy online and pick up in store,BOPS)的全渠道策略,在随机和确定性需求下分别构建双寡头Nash均衡博弈模型,得出在线下-线上和BOPS-线上等不同渠道下双寡头企业的最优库存策略。通过分析不同的渠道,进一步探讨了双寡头企业产品定价的差异对最优线下库存的影响。结果表明,BOPS作为一种新的零售模式,通过提供库存的可用性信息,显著降低了顾客承担的缺货风险,既可以增加顾客的访问量,还可以增加交叉收益;同时,零售商是否提供BOPS,将显著影响顾客的渠道选择。

We consider the omni-channel strategy involving buying online and picking up in store(BOPS).By applying duopoly Nash model under stochastic and deterministic demand we obtain optimal inventory strategies in different channels such as offline-online,BOPS-online,etc.Further,we discuss the effect of price differences among different channels on the optimal offline inventory.The results show that,as a new retail mode,the BOPS channel significantly reduces stockout risks facing customers by providing the inventory information of offline stores,which can induce more customers to go to offline stores and also generate more cross-profit.Meanwhile,the retailer’s BOPS strategy will significantly affect the customer’s choice of channel selection.