关键词: 全渠道零售, 定价决策, 渠道成本差, 搜索成本

Abstract: In the era of new retail, consumers' demand for instant gratification and convenient services is increasing day by day, and they have also put forward higher requirements for shopping channels. In order to better meet consumers, omni-channel retail has become an important direction for enterprise transformation and upgrading. The BOPS model is one of the most important models in omni-channel, which provides convenience for consumers and brings more sales to businesses. However, this omni-channel transformation poses certain challenges. Although the implementation of strategy can generate demand expansion effect and bring more sales to retailers, its implementation will also impact the sales of existing online and offline channels. This article constructs channel operation models in monopolistic and duopoly competitive environments, obtains optimal pricing decisions, and provides favorable conditions for retailers to implement BOPS strategies from the perspectives of channel cost differences and search costs. For channel cost differences, retailers can always profit from strategy implementation when they are small, while for search costs, their impact varies depending on the competitive environment and the size of the channel cost difference. When the channel cost difference is within a moderate range, retailers' strategy implementation benefits from smaller search costs; In duopoly competition, when two retailers simultaneously consider implementing BOPS strategy and the channel cost difference is small, the strategy implementation benefits from higher search costs.

Key words: omni-channel retail, pricing decision, channel cost difference, search cost