现制饮品商家与消费者渠道模式选择研究

Research on Channel Selection of Merchants and Consumers of Freshly-made Beverage

随着现制饮品行业的迅速发展,探究企业销售渠道和消费者渠道偏好是优化现制饮品行业市场营销策略的关键要素。现讨论堂食、外卖和BOPS三种渠道模式。以顾客感知价值理论为基础探究运费和等待时长等因素对消费者选择现制饮品消费渠道的影响;通过数学建模和模拟数据,讨论商家引入BOPS模式的最佳时机,以及商家在外卖模式中支付的最佳运费比例。研究表明,在消费者视角下,三种渠道模式在不同情况各有优势,当运费普遍增高,店铺等待时间变长时,BOPS模式的优势较为明显;商家视角下,当运费足够高时,随着运费增加,商家选择引入BOPS模式后的总利润将增加且优于不引入BOPS模式;商家承担的最佳运费比例在引入BOPS模式后增加,与消费者渠道结构有关,与运费价格和商品价格呈正相关。

With the rapid development of the freshly-made beverage industry, exploring corporate sales channel and consumer channel preferences is essential in optimizing the marketing strategy of the freshly-made beverage industry. The thesis discusses three channel modes: dine-in, delivery service and BOPS. Based on Customer Perceived Value theory, it explores the influencing elements on consumers’ selection of consumption channels for freshly-made beverage, such as delivery fee and waiting time. Through mathematical modeling and data simulation, it discusses the best time for merchants to introduce BOPS, and the optimal proportion of delivery cost paid by merchants in delivery service. Finally, the following conclusions are reached from the research. From the perspective of consumers, the three channel modes have their own advantages in different situations. When delivery fee generally increases or offline waiting time becomes longer, the advantages of BOPS are more obvious. From the perspective of merchants,when delivery price is high enough, with increasing delivery price, the total profit will increase in BOPS and it is higher than that of not introducing BOPS;the optimal proportion of delivery cost those merchants willing to bear increases after introducing BOPS, which is relevant to consumer channel structure and is positively related with delivery price and commodity price.