BOPS模式下全渠道生鲜农产品供应链零售定价策略研究

Research on Retail Pricing of Omni Channel Fresh Agricultural Products Supply Chain under BOPS Mode

考虑BOPS模式背景下,针对同时拥有线上和线下销售渠道的生鲜零售商,研究零售商在BOPS模式下全渠道生鲜农产品定价以及利润变化情况。文章采用数理模型等方法,考虑消费者渠道偏好性和满意度,基于消费者效用建立传统双渠道和BOPS模式下零售商利润模型,得出不同渠道下零售商的最优定价,并利用数值分析加以验证和扩展。研究表明:增设BOPS渠道并不会永远给零售商带来更高的利润,零售商定价与影响顾客购物渠道的因素相关;在各渠道麻烦成本较高且相同时,消费者更倾向于线上渠道购买生鲜农产品;消费者对产品的满意度和对渠道的偏好性是零售商选择BOPS策略的重要原因。

For fresh retailers with both online and offline sales channels,considering consumers'channel preferences,this paper studies whether retailers'pricing strategies after adopting the BOPS model and adding BOPS always bring higher profits.This paper adopts mathematical models and other methods,considers consumer channel preference and satisfaction,establishes the traditional dual-channel and BOPS model of retailer profit based on consumer utility,obtains the optimal pricing of retailers under different channels,and verifies and expands it by numerical analysis.Studies show that adding BOPS channels does not always bring higher profits to retailers,and the total profit of retailers is related to the factors affecting customers'shopping channels.When the cost of trouble is higher and the same across channels,consumers are more inclined to buy fresh products online;consumer satisfaction with products and preference for channels are important reasons why retailers choose BOPS strategies.