考虑预售与退货的全渠道服装BOPS零售策略

Omni-channelApparel Retailing Strategy under the Pre-sale and Return Policy with BOPS

结合消费者策略行为研究企业BOPS零售策略问题。构建不同销售渠道下零售商与消费者市场模型,分析采用预售与退货服务对消费者期望效用、库存订货量和期望销售利润的影响,得出最佳预售折扣价格和最优订货量,并进行了数值模拟分析。零售商采用预售与退货策略时,存在使期望利润增加的预售折扣。预售BOPS渠道能使零售商获得比传统商店渠道更高的利润。预售期信息促进零售商优化库存订货量,降低存货风险。服务成本的投入增加消费者感知服务价值,从而促进消费者进行购买决策,但同时可能损害收益。

Combined with consumer strategic behavior,BOPS retail strategy issues were studied.The market models of a single retailer and consumers under different sales channels were constructed.The impact of using the pre-sale and return service on consumers′expected utility,inventory order quantity and expected sales profit were analyzed.The best pre-sale discount price and optimal order quantity were found.The numerical analysis was performed.When retailer adopted pre-sale and return strategies,there were pre-sale discounts that increase expected profits.Pre-sale BOPS channels could enable the retailer to obtain higher profits than traditional store channels.The pre-sale period information promoted retailer to optimize inventory order quantity and reduce inventory risk;investment in service costs increased consumers′perceived service value,thereby promoting consumers′purchase decisions,but the revenue might bean damaged.