关键词: 线上商品, 快递服务, 顾客选择行为, 组合销售

Abstract: The delivery service of online shopping, which is bundled with online sales, is not flexible enough to satisfy the diversified customer’s demand and makes the express service providers to suffer from a huge loss of potential market. This paper proposes a new business mode for online shopping, namely bundle sales of goods and delivery service with the objective to expand e-commerce market and boost the profit of express service providers and raise express competitiveness in service differentiation. By in-depth market segmentation, survey on clients’ demand, an optimization model for bundling the goods and delivery services is established based on clients’ choice behaviors and by taking the benefits of online stores, express service providers as well as shoppers into account. With the data collected by SP survey, the model can maximize the profit of the express service providers by optimizing the bundles and determines the equilibrium selling price. Numerical solutions accurately reveal the relationships among the bundles of goods+delivery service, the profit of express service providers and clients’ behavior of express service choices when do online shopping.

Key words: online shopping, express, customer choice behavior, bundle sales