消费者体验需求的提升促使零售商不断探索新渠道模式,以提高原有实体店效益的同时优化线上经营策略.本文分别考虑传统BORO(buy online and return online)和开通BOPS(buy online and pickup in store)两种渠道情形,构建零售商针对消费者线上购买并在线上或线下退款的差异化退货策略利润模型,分析两种渠道情形下的最优定价和最优退货策略,进而考虑BOPS渠道的溢出效应,分析零售商在相同退货策略下是否应该开通BOPS渠道.结果表明:(1)在两种情形下,随着线下商店数量的增多,零售商均会倾向于在低开店成本下选择全额退款策略,倾向于在高开店成本下选择部分退款策略;(2)在同渠道情形下,全额退款策略的定价始终低于部分退款策略.在同退货策略下,BOPS情形下的定价始终低于BORO情形;(3)高溢出效应和多商店数量都促使零售商选择开通BOPS渠道,但商店数量决定了BOPS线下麻烦成本规模因子对零售商开通BOPS渠道起推动还是抑制作用.本文为既定商店数量下多渠道零售商退货策略与渠道选择提供了决策支持.
Retailer's return policy and channel decision for BORO and BOPS
Without question,online shopping is becoming increasingly convenient,and online shopping is booming.However,and importantly,consumers cannot accurately evaluate the suitability of products before buying.At the same time,many companies had already set up a large number of chain stores before online shopping took off.The high return costs and rising consumer experience demand are prompting retailers to explore new channel models and to optimize business strategies.This paper takes a single retailer with an online platform and an offline physical store as the main body and starts with the"hassle cost"of consumers shopping in different channels.The commodity demand and return rate under different channels are obtained by comparing consumers'utility;then,the optimal pricing and profit of retailers are calculated.By comparing the optimal profit of retailers under different strategies,the optimal strategy of retailers under the same channel or the same return strategy is also obtained,as well as the change of the retailer's strategy selection when the number of stores and other key parameters change.The first part takes BORO(buy online and return online)and BOPS(buy online and pick up in store)as the background.The profit model is constructed when retailers adopt full refund and partial refund strategies,respectively,for online consumer returns.The pricing and optimal strategies under different refund strategies are also analyzed.The results show that:(1)the pricing of the full refund strategy is always lower than that of the partial refund strategy.(2)The profit advantage of full refund sales and the disadvantage of the opening cost formed by the increase in the number of stores causes retailers to tend to prefer the full refund strategy when the opening cost is low and the partial refund strategy when the opening cost is high,in line with the increase in size.In other words,under a low opening cost,the more stores there are,the more retailers tend to choose the full refund strategy.Conversely,under a high opening cost,the more stores there are,the more retailers tend to choose the partial refund strategy.Based on the first part,the second part introduces the spillover effect of the BOPS channel to retailers;the objective is to better depict the heterogeneity of BORO and BOPS channels.After the new BOPS channel is added,consumers in this channel can simultaneously experience both online and offline channels.This may generate additional purchase behaviors and bring additional sales profits to retailers.Similarly,by comparing the optimal profit of the two strategies,this study analyzes whether the retailer should introduce a BOPS cross-channel pick up/return scheme under the same refund strategy.The results show that,under the same refund strategy,(3)the pricing after joining the BOPS channel is always lower than the traditional situation without joining the BOPS channel.(4)The high spillover coefficient and the number of stores all encourage retailers to choose to join the BOPS channel.However,the number of stores determines whether the offline hassle cost scale factor of BOPS promotes or inhibits retailers'participation in BOPS channels.Existing research on the number of individual stores is relatively lacking.On this basis,this paper innovatively carries out research on the introduction of BOPS channels and retailers'return and refund strategies.A relevant model is also established to analyze the internal change mechanism.In addition,existing literature on the partial refund strategy mainly focuses on the empirical aspect;there is also a certain lag in the modeling research,even less with regard to combining the partial refund with the number of stores.Therefore,this study reflects a certain innovation in BOPS channel research and return strategies and also provides relevant management insights for dual-channel retailers with different numbers of physical stores.On this basis,the conclusions of this paper are also different from previous conclusions.The retailer's choice of channel and return strategy is not only related to common factors(such as the number of stores),but also,and interestingly,closely related to the cost of building stores and the size factor of the BOPS channel.These issues have rarely been covered in previous studies.To sum up,the changing market environment and increasing consumer demand not only bring more opportunities to omnichannel/dual-channel retailers;they also put higher requirements on the retailers'business strategies.How to make good use of their expanded offline channels and how to better manage online channels are the keys to retailers achieving better profits.
Number of StoresBOROBOPSReturn PolicyChannel Selection
万方数据
维普
