BOPS零售服务下全渠道供应链最优定价策略研究

An Optimal Pricing Strategy of Omni-channel Supply Chain under BOPS Retail Service

本文研究实施"线上购买,线下取货"的BOPS全渠道模式下,制造商与线上、线下零售商在不同定价和服务价值策略之间的相互作用.利用修正的Hotelling模型刻画市场需求函数,构建以制造商为主导的Stackelberg供应链模型,分析了集中式双渠道、集中式全渠道、分散式双渠道和分散式全渠道4种策略的均衡定价与服务价值,并用数值仿真的方法对4种策略进行比较.研究表明,零售商的服务价值对供应链成员的定价均有正向影响;实施BOPS全渠道定价策略明显优于双渠道定价策略,并且全渠道策略的优势在集中式供应链的效果比分散式供应链更加明显.同时敏感性分析表明,供应链的整体收益随着BOPS渠道的市场规模扩张系数的增加而增加;最优的定价策略为集中式全渠道策略.

This paper investigates the interaction between manufacturers and retailers(online and offline)in terms of different pricing and service value strategies with the implementation of the"buy-online,pick-up-in-store"(BOPS)omnichannel mode.Using a modified Hotelling model to obtain the market demand function,a manufacturer-driven Stackelberg supply chain model is established to analyze the equilibrium prices and service values of four strategies:centralized dual-channel,centralized omni-channel,decentralized dual-channel and decentralized omni-channel strategies.The four strategies are compared using a numerical simulation.Results show that the retailer's service value has a positive impact on the pricing of supply chain members;the BOPS omni-channel pricing strategy is significantly superior to the dual-channel pricing strategy,and the advantage of the omni-channel strategy is more obvious in a centralized supply chain than that in a decentralized supply chain.Furthermore,the sensitivity analysis shows that the overall supply chain revenue increases with the increase of the market size expansion factor of the BOPS channel;the optimal pricing strategy is a centralized omni-channel strategy.