随着线上线下融合的全渠道零售的兴起,越来越多的品牌商开始为顾客提供线上购买线下取货BOPS(Buy Online and Pickup in Store)的购物选择。本文考虑网络退货和渠道成本,基于网络渠道、实体渠道和BOPS渠道下的消费者效用函数构建品牌商...随着线上线下融合的全渠道零售的兴起,越来越多的品牌商开始为顾客提供线上购买线下取货BOPS(Buy Online and Pickup in Store)的购物选择。本文考虑网络退货和渠道成本,基于网络渠道、实体渠道和BOPS渠道下的消费者效用函数构建品牌商开设BOPS渠道前后的利润模型,分析BOPS模式对品牌商需求分布和盈利能力的影响,研究定价和服务的最优决策。结果表明:(1)当网络退货率和BOPS渠道不便利程度之间满足特定关系时,开设BOPS渠道可使品牌商总需求增加、网络渠道和实体渠道的需求减少;(2)当网络退货率达到一定阈值或BOPS渠道很便利时,开设BOPS渠道可使品牌商总利润增加;(3)当网络退货率很低而网络渠道购物成本较高时,开设BOPS渠道可使品牌商获利更大;(4)在交通便利之处增设具有体验服务的顾客自提门店,不论网络渠道购物成本和网络退货率高低,甚至适当提升商品定价也可使品牌商有利可图。本研究可为品牌商实施BOPS全渠道战略提供一定的管理见解。展开更多
The management of the coastal park environment is a major ecological and economic development issue. In developing effective policies, relevant information is essential, especially the economic valuation of various re...The management of the coastal park environment is a major ecological and economic development issue. In developing effective policies, relevant information is essential, especially the economic valuation of various recreation-related environmental attributes. This study used Dalian coastal parks as a pilot study area and estimated the willingness to pay(WTP) of tourists using three different discrete choice models. In this study, we analyzed the preference heterogeneity among the respondents regarding a combination of park attributes, and the individual respondent’s WTP values were estimated for each attribute. The results indicate that water quality amelioration and trash reduction had the highest economic values among the given attribute factors. In addition, the estimated tourist WTP varied considerably among different segments, such as among the visitors who preferred different recreational activities. These findings provide valuable information that will allow coastal park managers to develop policies which maintain a balance between tourism development and improvement of the coastal environment.展开更多
文摘随着线上线下融合的全渠道零售的兴起,越来越多的品牌商开始为顾客提供线上购买线下取货BOPS(Buy Online and Pickup in Store)的购物选择。本文考虑网络退货和渠道成本,基于网络渠道、实体渠道和BOPS渠道下的消费者效用函数构建品牌商开设BOPS渠道前后的利润模型,分析BOPS模式对品牌商需求分布和盈利能力的影响,研究定价和服务的最优决策。结果表明:(1)当网络退货率和BOPS渠道不便利程度之间满足特定关系时,开设BOPS渠道可使品牌商总需求增加、网络渠道和实体渠道的需求减少;(2)当网络退货率达到一定阈值或BOPS渠道很便利时,开设BOPS渠道可使品牌商总利润增加;(3)当网络退货率很低而网络渠道购物成本较高时,开设BOPS渠道可使品牌商获利更大;(4)在交通便利之处增设具有体验服务的顾客自提门店,不论网络渠道购物成本和网络退货率高低,甚至适当提升商品定价也可使品牌商有利可图。本研究可为品牌商实施BOPS全渠道战略提供一定的管理见解。
基金The National Natural Science Foundation of China (71640023)。
文摘The management of the coastal park environment is a major ecological and economic development issue. In developing effective policies, relevant information is essential, especially the economic valuation of various recreation-related environmental attributes. This study used Dalian coastal parks as a pilot study area and estimated the willingness to pay(WTP) of tourists using three different discrete choice models. In this study, we analyzed the preference heterogeneity among the respondents regarding a combination of park attributes, and the individual respondent’s WTP values were estimated for each attribute. The results indicate that water quality amelioration and trash reduction had the highest economic values among the given attribute factors. In addition, the estimated tourist WTP varied considerably among different segments, such as among the visitors who preferred different recreational activities. These findings provide valuable information that will allow coastal park managers to develop policies which maintain a balance between tourism development and improvement of the coastal environment.
