重庆工商大学学报（社会科学版）2024，Vol.41Issue(4)：113-121,9.DOI:10.3969/j.issn.1672-0598.2024.04.009
考虑产品服务敏感性的双渠道运营策略研究
Research on Dual-channel Operation Strategy Considering Product Service Sensitivity
焦薇 1郝晓倩 1朱徐炜1
作者信息
- 1. 安徽工业大学 管理科学与工程学院,安徽 马鞍山 243002
- 折叠
摘要
Abstract
Against the backdrop of increasing cooperation between online and offline channels,this study explores the implementation conditions of the"Buy Online,Pick-up in Store"(BOPS)model based on dual-channel sales.Establishing both a dual-channel baseline model and centralized and decentralized decision mod-els under the introduction of the BOPS model,this study aims to analyze the impact of consumer sensitivity to product service levels on optimal pricing strategies,supply chain member profits,and channel sales models.The results show that when consumers have lower requirements for product service experience,meaning they have a lower dependence on product experience for purchase decisions,adopting a dual-channel model is advan-tageous for the overall supply chain.Conversely,when consumers require product service experience to make purchase decisions,implementing the centralized decision of the BOPS model is more favorable.关键词
双渠道/BOPS渠道/定价策略/服务体验Key words
dual-channel/BOPS channel/pricing strategy/service experience分类
管理科学引用本文复制引用
焦薇,郝晓倩,朱徐炜..考虑产品服务敏感性的双渠道运营策略研究[J].重庆工商大学学报（社会科学版）,2024,41(4):113-121,9.
