运筹与管理2024，Vol.33Issue(12)：54-61,8.DOI:10.12005/orms.2024.0386
考虑交叉销售的BOPS调货策略及双边收益共享协调机制
Transshipment Strategy and Bilateral Revenue Sharing Coordination Mechanism with Cross-selling of BOPS
摘要
Abstract
Buy-online and pick-up-in-store(BOPS),as the most commonly omnichannel retail model,has grad-ually been adopted by retail companies such as Apple and Xiaomi.Compared with the traditional e-commerce model,the BOPS retail model not only reduces the product distribution link of e-commerce companies but also enables companies to obtain additional benefits due to the cross-purchase behavior brought about by consumers'offline pick-up.Compared with the traditional retail model,the transshipment in the BOPS retail model not only affects the operating costs and inventory costs of the company but also affects the consumer's store traffic and the additional benefits brought by the cross-selling behavior of consumers.This synergistic impact based on cost and traffic makes the conflicts and games between companies more complicated.Therefore,this paper mainly considers the optimal ordering and transshipment strategies of enterprises,and based on the two-way sharing of cross-selling revenue between enterprises,that is,the bilateral revenue sharing contract coordination mechanism,the cross-selling revenue of enterprises is redistributed,thereby coordinating the interests and conflicts between enterprises and achieving the optimal system profit.Through literature research,it is found that the existing literature on BOPS omnichannel sales mostly focuses on product pricing,consumer channel selection,etc.,but cross-selling is rarely considered.Furthermore,when considering the impact of cross-selling on the price,sales volume,and profit of omnichannel retailers,the situation where transshipment between enterprises is allowed is not considered;in addition,the research on the transshipment mainly focuses on the preventive transfer and emergency transfer but they have not been studied in the context of omnichannel.Due to the additional sales profits that cross-buying behavior can bring to offline retailers,it makes the transshipment strategy in the omnichannel context relatively complex compared to traditional transshipment strategies,and has certain theoretical and practical significance. Firstly,a benchmark model for central decision-making is considered,that is,the BOPS retail platform serves as the central decision-maker's decision-making system for the order quantity.Secondly,a decentralized decision-making model consisting of a BOPS retail platform with offline flagship stores and offline cooperative authorized stores is analyzed,and the optimal ordering and transfer strategies for flagship stores and authorized stores are given.Finally,the BRS contract coordination mechanism is introduced in response to the channel conflict caused by this synergy,and the coordination effect of the BRS contract on the BOPS retail system is analyzed. The transshipment strategy is affected not only by transshipment cost and profitability,but also by its own and flagship store ordering strategies.When the cost-benefit ratio of the authorized store is small,the authorized store will not produce transshipment behavior.When the cost-benefit ratio of the authorized store is large,the authorized store may produce transshipment.The transshipment strategy currently has a strong correlation with the company's order volume and the percentage of BOPS customers.Specifically when the company's ordering level and the proportion of BOPS consumers are both relatively low,the authorized store will act as an offline pickup point,and all BOPS needs will be met through the transshipment;when the company's ordering level and the proportion of BOPS consumers are relatively high,the authorized store will act as a front-end warehouse to satisfy the needs of BOPS consumers through its own order quantity and replenishment.Finally,by studying the BRS contract coordination mechanism,it is found that when the authorized store's low order strategy is adopted,BRS cannot coordinate the supply chain,but it can improve the performance of the supply chain;when the authorized store's high order strategy is adopted,the BRS contract can not only coordinate the channel con-flicts brought about by repurchase and cross-selling,but also make the total profit of the system higher than that of the centralized decision-making system. This paper only considers the situation of transshipment between a single authorized store and a flagship store,but does not consider that of multiple stores conducting goods transfer and allowing two-way goods transfer.In subsequent research,the above aspects will be considered.关键词
BOPS全渠道零售/调货与协调/交叉销售/BRS契约Key words
BOPS omnichannel retail/transshipment and coordination/cross-selling/BRS contract分类
管理科学引用本文复制引用
李建斌,郭培强,陶智颖,郑宇婷..考虑交叉销售的BOPS调货策略及双边收益共享协调机制[J].运筹与管理,2024,33(12):54-61,8.基金项目
国家重点研发计划(2023YFB3308300,2023YFB3308301) （2023YFB3308300,2023YFB3308301）
国家自然科学基金资助项目(72071085) （72071085）
教育部人文社会科学研究青年基金项目(24YJC630059) （24YJC630059）
云南省科技厅基础研究计划面上项目(202401CF070080) （202401CF070080）
华中科技大学人文社科培育项目(数智化决策优化创新团队,2021WKFZZX008) （数智化决策优化创新团队,2021WKFZZX008）
