| 考虑传统双渠道和BOPS双渠道的消费者和零售商决策研究 |
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| 引用本文： | 左小德,蓝贤钢,黄钦.考虑传统双渠道和BOPS双渠道的消费者和零售商决策研究[J].运筹与管理,2022,31(9):56-62. |
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| 作者姓名： | 左小德 蓝贤钢 黄钦 |
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| 作者单位： | 1.暨南大学 管理学院,广东 广州 510632; 2.珠海城市职业技术学院,广东 珠海 519090 |
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| 基金项目： | 广东省海洋经济发展专项资金资助项目(2020-071) |
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| 摘 要： | 本论文在全渠道零售的BOPS模式下,考虑允许退货研究消费者渠道选择问题。首先研究传统双渠道和实施BOPS的双渠道下的消费者和零售商决策。然后加入退货设定,对二者的决策进行重新研究和对比分析。研究发现:不考虑退货的情况下,引入BOPS模式能够提升实体店对零售商及消费者的吸引力;退货情况下,引入BOPS使消费者更愿意选择线下购买和销售,但不一定总能带来销售总量的增加;实施BOPS时,退货允许让零售商更愿意在实体店销售,同时消费者的购买渠道选择也变得复杂。
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| 关 键 词： | BOPS 消费者渠道选择 库存管理 退货 |
| 收稿时间： | 2019-02-11 |
Research of Consumers and the Retailer Optimization Decisions Based on BOPS with Return Policy |
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| ZUO Xiao-de,LAN Xian-gang,HUANG Qin.Research of Consumers and the Retailer Optimization Decisions Based on BOPS with Return Policy[J].Operations Research and Management Science,2022,31(9):56-62. |
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| Authors: | ZUO Xiao-de LAN Xian-gang HUANG Qin |
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| Affiliation: | 1. School of Management, Jinan University, Guangzhou 510632, China; 2. Zhuhai City Polytechnic, Zhuhai 519090, China |
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| Abstract: | In this paper, under the BOPS model of omni-channel retail, we consider allowing returns to study the problem of consumer channel selection. First, the consumer and retailer decision-making under traditional dual-channel and dual-channel implementation of BOPS is investigated. Then we add the return setting, and re-study and compare the decision-making of the two. The study finds: the introduction of the BOPS model can improve the attractiveness of physical stores to retailers and consumers without considering returns;In the case of returns, the introduction of BOPS makes consumers more willing to choose offline purchases and sales, but it may not always lead to an increase in total sales; When BOPS is implemented, returns allow retailers to be more willing to sell in brick-and-mortar stores, while also complicating consumer purchase channel choices. |
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| Keywords: | BOPS consumers channel choice inventory management returns |
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