消费者策略行为下全渠道服务区域及定价的优化研究

doi:10.3969/j.issn.1007-7375.2021.05.007

工业工程 ›› 2021, Vol. 24 ›› Issue (5): 55-62.doi: 10.3969/j.issn.1007-7375.2021.05.007

消费者策略行为下全渠道服务区域及定价的优化研究

侯玉梅, 郑迪文, 孔乐佳, 沈梦思, 高晓娜

燕山大学经济管理学院，河北秦皇岛 066004

收稿日期:2020-03-30 发布日期:2021-11-02
作者简介:侯玉梅(1965—)，女，吉林省人，教授，博士，主要研究方向为物流与供应链管理
基金资助:
河北省自然科学基金资助项目(G2019203387)

A Research on Omni-channel Service Area and Pricing Optimization under Consumers' Strategic Behavior

HOU Yumei, ZHENG Diwen, KONG Lejia, SHEN Mengsi, GAO Xiaona

College of Economics and Management, Yanshan University, Qinhuangdao 066004, China

Received:2020-03-30 Published:2021-11-02

摘要/Abstract

摘要： 为了研究消费者策略性采购行为对于全渠道BOPS(buy-online-and-pick-up-in-store)运营服务区域和定价的影响，对全渠道零售商实行BOPS运营模式进行建模，并利用最优化理论(K - T条件)得到全渠道零售商的最优定价及最优服务区域。利用数值分析进一步证明消费者策略性采购行为是全渠道零售商制定BOPS运营服务区域和定价策略时应考虑的重要因素。研究表明，对于距离较远的消费者，全渠道零售商需要考虑顾客策略性采购行为，以争取到更多有顾客策略性采购行为的消费者来本店采购；而对于近处的消费者，全渠道零售商不需要考虑其行为，以减少全渠道零售商的渠道运行成本。此外，最优服务区的确定可以使得零售商以较少的渠道成本为消费者提供更好的服务，减少其运营决策失误。

关键词: 全渠道, 最优化理论, 服务区域, 消费者策略性采购行为

Abstract: Omni-channel retail brings not only more business opportunities to retailers, but also challenges to the operation of Omni-channel retailers. In order to study the impact of consumer strategic buying behavior on the Omni-channel BOPS (Buy-online-and-pick-up-in-store) operating service area and pricing. The operation mode of BOPS for Omni-channel retailers is modeled, and the optimal pricing and service area of Omni-channel retailers obtained by using the optimization theory (K-T condition). A numerical analysis further proves that consumer strategic buying behavior is an important factor that Omni-channel retailers should consider when formulating the BOPS operational service area and pricing strategy. The research results show that consumers who are far away from Omni-channel retailers need channel retailers to consider their customer strategic behavior and strive for more customers with customer strategic behavior to serve the store; and for consumers nearby, Omni-channel retailers do not need consider their behavior to reduce the channel operating costs of Omni-channel retailers. In addition, the determination of the optimal service area can enable retailers to provide better services to consumers with less channel cost and reduce their operational decision errors.

Key words: omni-channel, optimization theory, service area, customer strategic buying behavior

中图分类号:

F272.3
O224

侯玉梅, 郑迪文, 孔乐佳, 沈梦思, 高晓娜. 消费者策略行为下全渠道服务区域及定价的优化研究[J]. 工业工程, 2021, 24(5): 55-62.

HOU Yumei, ZHENG Diwen, KONG Lejia, SHEN Mengsi, GAO Xiaona. A Research on Omni-channel Service Area and Pricing Optimization under Consumers' Strategic Behavior[J]. Industrial Engineering Journal, 2021, 24(5): 55-62.

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消费者策略行为下全渠道服务区域及定价的优化研究

A Research on Omni-channel Service Area and Pricing Optimization under Consumers' Strategic Behavior

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