“线下体验,线上购物”模式下的产品配送策略

Product Distribution Strategy under"Offline Experience,Online Purchase"Mode

为研究“线下体验,线上购物(offline to online,O2O)”模式下品牌商的产品配送策略,以及不同配送方式对供应链绩效的影响,在考虑消费者效用的前提下,本文构建了网络品牌商、电商平台和第三方物流服务商(thirdparty logistics provider,TPL)的博弈模型,探讨了线下体验店服务水平和技术服务费率等参数对品牌商配送策略的影响,并进一步对比分析了不同情形下的供应链系统利润。研究结果表明:当线下体验店服务水平较低时,品牌商的占优策略为向TPL外包配送服务;而当线下体验店服务水平适中或较高时,技术服务费率的变化也会显著影响品牌商的期望利润,此时品牌商应选择自营配送服务或向电商平台外包配送服务;引入TPL会加剧双重边际效应,导致供应链系统运作效率较低,其他两种情形下供应链系统利润受配送成本、线下体验店服务水平以及技术服务费率等参数的影响。

The product distribution strategy under"offline experience,online purchase"mode,and the impact of different distribution methods on supply chain performance are studied.Considering the consumer utilities,the game model with an online brand supplier,an e-commerce platform and a third-party logistics service provider(TPL)is constructed,the influence of parameters such as the service level of showroom and technical service rate on delivery strategy is discussed,and the supply chain profit under different circumstances is further analyzed.The results show that when the service level of showroom is low,the optimal strategy of online brand supplier is to outsource distribution service to TPL.When the service level of showroom is moderate or high,the technical service rate will also significantly affect the expected profit of the online brand supplier,and he should choose self-supporting distribution service or outsourcing distribution service to the e-commerce platform.The introduction of TPL will aggravate the double marginalization effect,resulting in low efficiency of the supply chain system,while the supply chain profit in other situations is affected by the parameters such as the delivery costs,the service level of showroom and the technical service rate.