Research on BOPS Pricing Decision Considering Strategic Consumers
The rapid development of e-commerce and the continuous upgrading of consumer demands have prompted retailers to explore new business strategies.Among them,BOPS(Buy Online and Pick Up in Store)is favored by more and more enterprises as a kind of business mode integrating the online and offline channels,which not only meet consumers'demand for convenient shopping experience,but also bring new growth points for the retailers.However,BOPS has a multifaceted impact on business operations,especially on pricing decisions.Therefore,from the perspective of business operation,it is crucial to study the pricing decisions of enterprises under the BOPS mode in order to develop effective business strategies.In addition,under the omni-channel retail mode,strategic consumers may weaken enterprises'dominant right on pric-ing and further affect their profitability.On such basis,it is of great practical significance to study the impact of strategic consumers on enterprises'pricing and profitability under the BOPS mode.In this paper,we considered factors such as consumer strategy,channel preference and channel price com-petition,and focused on the two-period dual-channel pricing decision problem of a three-level supply chain consisting of a manufacturer,a retailer and consumers.Then,we constructed and solved the demand function with consumer utility theory,and simulated the changes in pricing and profit by numerical simula-tion.Finally,we drew the conclusions as follows.Under the traditional sales mode,the manufacturer and the retailer were at a disadvantage in any case when facing strategic consumers,and when facing consumers with infinite patience,these supply chain mem-bers may sell goods at the marginal price during the promotion period and the optimal pricing would be infi-nitely close to zero during the discount sales period.After the introduction of the BOPS strategy,the pricing level of the manufacturer and the retailer was significantly reduced by the influence of strategic consumers,and their pricing scientificity and capability in dealing with strategic consumers were significantly improved.The BOPS mode not only effectively mitigated the negative impact of consumer price comparison behav-ior on the profitability of the manufacturer and the retailer,but also significantly enhanced the profitability of the supply chain as a whole.Specifically,the BOPS mode increased consumers'willingness to buy by provid-ing better shopping convenience,and it also brought more data to the enterprises,helping them better under-stand consumer demands,optimize inventory management,and reduce operating costs.The implementation of the BOPS model enabled enterprises to more accurately know market demand and consumer behavior,and thus develop more reasonable pricing strategies.In addition,the BOPS mode helped to increase consum-ers'brand loyalty because the consumers could get better service experience when picking up their goods of-fline,which helped the enterprises build long-term customer relationships.
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