摘要
随着体验经济时代的到来和全渠道零售模式的兴起,如何针对顾客体验进行品牌建设和渠道协调逐渐成为供应链管理研究的热点话题。考虑由一个线上制造商和一个线下零售商组成的全渠道供应链,构建线上下单线下取货的(buyonline-and-pick-up-in-store,BOPS)渠道整合模式,基于体验投入成本共担机制实现渠道协调问题。结果表明:体验投入成本共担契约能够缓解双重边际效应,制造商和零售商的利润可实现帕累托改善。在供应链成员可接受的范围内选择恰当的成本分担比例,可以提高消费者效用。
With the advent of the experience economy era and the rise of omnichannel retail models,how to build brand equity and coordinate channels for customer experience has gradually become a hot topic in supply chain management research.Considering an omnichannel supply chain consisting of an online manufacturer and an offline retailer,the research constructed the integration model of buy-online-and-pick-up-in-store(BOPS).The channel coordination issue was addressed based on a shared mechanism for experience investment costs.The results indicated that:a cost-sharing contract for experience investment could mitigate the double marginalization effect,leading to Pareto improvements in profits for both the manufacturer and the retailer.Selecting an appropriate ratio of cost sharing within the acceptable range of supply chain members could enhance consumer utility.
作者
许桂涛
康凯
XU Gui-tao;KANG Kai(School of Economics and Management,Hebei University of Technology,Tianjin 300401,China)
出处
《山西财经大学学报》
CSSCI
北大核心
2024年第S02期179-181,共3页
Journal of Shanxi University of Finance and Economics
基金
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)
关键词
顾客体验
全渠道供应链
消费者效用
成本共担契约
customer experience
omnichannel supply chain
consumer utility
cost-sharing contract
