当代经济管理2024，Vol.46Issue(5)：43-52,10.DOI:10.13253/j.cnki.ddjjgl.2024.05.005
体验经济背景下新零售供应链渠道选择策略研究
Research on Channel Selection Strategies for New Retail Supply Chain under the Background of Experience Economy
摘要
Abstract
In recent years,with the rise of the experience economy and the characteristics of diversified and fragmented consumer demand,retail enter-prises have actively explored new transformation directions to improve operational efficiency and opened up various new retail models.Among them,the"buy-online-and-pick-up-in-store"(BOPS)model,as a classic model of integrating new retail channels,can achieve user flow conversion and inven-tory information sharing between e-commerce platforms and offline physical stores,as well as meet the one-stop shopping needs of consumers in different scenarios.This paper analyzes the differences between traditional retail and new retail by sorting out the theory and development trends of new retail,elaborating on the concepts related to new retail and the issues existing in the operation process.In the context of new retail practices,a dual channel and an omni-channel supply chain game model based on customer experience effects were established,focusing on exploring the channel selection strat-egies of supply chain members,as well as the optimal pricing and experiential investment decisions in different situations.The research results indicate that compared to traditional dual channel strategies,implementing omni-channel strategies is not always advantageous,and decision-makers need to be clear about the true motivation of consumers to choose omni-channel models.In addition,under the condition of satisfying parameter constraints,the opening of omni-channel strategy is beneficial for supply chain participants to explore new consumer markets and improve system profits through differ-entiated pricing.Finally,policy recommendations for new retail operation management were proposed.Retail enterprises should break the boundaries of online and offline to create a seamless user experience,strengthen investment in digital technology,establish long-term and stable cooperative relation-ships with suppliers,jointly optimize supply chain processes,and achieve synergistic effects in the supply chain.关键词
体验经济/新零售/全渠道供应链/BOPS/运营策略Key words
experience economy/new retail/omni-channel supply chain/BOPS/operation strategy分类
管理科学引用本文复制引用
许桂涛,康凯..体验经济背景下新零售供应链渠道选择策略研究[J].当代经济管理,2024,46(5):43-52,10.基金项目
国家社会科学基金项目"税收差异下跨国供应链采购策略研究"(23FGLB076). （23FGLB076）
