全渠道BOPS策略的实施为消费者提供了便利,促进了销量的增长,但同时也对零售商的渠道管理带来了新的挑战。本文分别构建了在垄断和双寡头竞争环境下的渠道运营模型,推导出最优定价决策,并从渠道成本差和搜索成本的角度给出了零售商实施BOPS策略的有利条件。研究结果表明：对于渠道成本差,零售商总是在其较小时可以从策略实施中获利,而对于搜索成本,其对策略实施的影响因竞争环境和渠道成本差大小而异。当渠道成本差处于一个适中的范围,零售商的策略实施从较小的搜索成本中获利;而在双寡头竞争下,当两家零售商同时考虑实施BOPS策略且渠道成本差都较小时,策略实施从较大的搜索成本中获利。
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.
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