基于BOPS合作的线上线下零售商渠道选择策略研究
Channel Selection Strategies for Online and Offline Retailers Based on BOPS Cooperation
李豪 1曹长慧2
作者信息
- 1. 重庆交通大学 经济与管理学院,重庆 400074;西部交通与经济社会发展研究中心,重庆 400074
- 2. 重庆交通大学 经济与管理学院,重庆 400074
- 折叠
摘要
针对中小线上线下零售商BOPS合作面临的需求对冲问题,构建不进行合作与BOPS合作的双寡头竞争合作博弈模型,分析了两零售商的最优产品定价决策和BOPS合作策略.研究表明:当线上购物总成本适中且消费者的产品估值适中或较大时,两零售商均有动机进行BOPS合作,此时渠道的产品价格和线上交易的订单量均上升;相较于供应链的渠道整合,不同主体之间实施BOPS合作策略的实施范围更广;适中的BOPS便利程度以及较高的单位补偿可以缓解渠道间的需求对冲,更有利于零售商之间进行合作.
Abstract
In response to the demand hedging issues faced by small and medium-sized online and offline retail-ers in BOPS collaboration,a duopoly cooperative game model was established,considering both non-cooperation and BOPS cooperation scenarios.The study analyzed the optimal product pricing decisions and BOPS cooperation strategies for the two retailers.The research indicates that when the overall cost of online shopping is moderate and consumers'product valuation is moderate or high,both retailers are motivated to engage in BOPS collabora-tion.In such cases,the product prices in the channels and the volume of online transactions both increase.Com-pared to channel integration within the supply chain,the implementation scope of BOPS cooperation strategy a-mong different entities is broader.Moderate BOPS convenience and higher unit compensation can mitigate demand conflicts between channels,making cooperation more advantageous for retailers.
关键词
BOPS合作/线上购物总成本/定价策略/渠道选择Key words
BOPS cooperation/total cost of online shopping/pricing strategy/channel selection引用本文复制引用
基金项目
国家社会科学基金(19XGL016)
重庆市交通局科技项目(2021-1)
出版年
2024
NETL
NSTL
维普
万方数据