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论文编号：	13106
作者编号：	2120202796
上传时间：	2022/6/6 17:05:27
中文题目：	考虑风险规避的全渠道BOPS供应链决策研究
英文题目：	Research on Omni-channel BOPS Supply Chain Decision Considering Risk Aversion
指导老师：	方磊
中文关键字：	全渠道零售；BOPS模式；风险规避；需求波动；定价决策
英文关键字：	Omni-channel retail; BOPS mode; Risk aversion; Demand fluctuation; Pricing decision
中文摘要：	当下，消费者的购物方式和消费需求发生了巨大的变化，促使着零售商不断创新升级，革新了零售业的格局。2021年，新冠疫情对线下渠道造成了巨大冲击，更是加速了渠道端向线上渠道转移，全渠道零售成为消费新引擎。作为全渠道零售的一种模式，消费者线上购物线下取货（Buy online and Pickup in store， BOPS）的模式被认为是零售商最重要的渠道整合策略。与此同时，随着市场竞争越来越激烈，企业的商业环境充满高度风险和不确定性，零售企业管理者纷纷产生了风险规避态度，实施BOPS策略并进行全渠道供应链决策优化面临诸多挑战。本文通过构建零售商-消费者二级供应链系统，对采取风险规避态度的零售商是否采取全渠道BOPS策略、采取何种策略进行深入研究。本文以双渠道供应链为基础，考虑一个在供应链中同时拥有线上直销渠道和线下实体商店销售渠道，并采取风险规避态度的零售商，在两条渠道存在博弈的情况下，是否有动机进行渠道整合实施BOPS策略，并进一步深入剖析实施BOPS策略的实施条件以及风险规避度对零售商渠道选择策略的影响。在以上研究基础上，本文引入市场需求波动标准差、产品匹配率、优化提货成本系数、消费者渠道忠诚度、线上渠道消费者选择BOPS模式的概率和零售商的风险规避度，进一步研究此六个影响因素对BOPS模式下供应链成员最优定价和利润的影响。研究结果表明，一般情况下，风险规避型零售商偏好全渠道BOPS集中式策略，但当销售市场中某一渠道的消费者忠诚度处于极端值时，不宜引入BOPS模式。当优化提货成本系数和线上渠道消费者选择BOPS模式的概率较高时，风险规避零售商引入BOPS渠道后实施集中式决策在使自身获得更大利润的同时，也可为消费者提供相对较低的价格和更优质的线下提货服务。全渠道BOPS集中决策下的最优定价、最优提货速度和利润效用均与零售商风险规避度、市场需求波动标准差和优化提货成本系数负相关；与产品匹配率、线下渠道消费者忠诚度和BOPS渠道的市场占有率正相关。全渠道BOPS的定价和BOPS提货服务决策要同时考虑市场需求波动标准差和零售商风险规避度、线下渠道忠诚度和线上消费者选择BOPS渠道比例。由此，零售商降低运营风险、保障商品质量、引导门店取货、保证成本优势、优化提货服务和消费者理性消费对其全渠道BOPS的运营有利。本文的研究视角具有一定的创新性，并可对实业界的全渠道零售商运营BOPS模式的决策提供借鉴和启示。
英文摘要：	At present, consumers' shopping mode and consumption demand have undergone huge changes, prompting retailers to constantly innovate and upgrade, renovating the pattern of the retail industry. In 2021, the COVID-19 pandemic has caused a huge impact on offline channels and accelerated the channel end's shift to online channels. Omni-channel retail has become a new consumption engine. As a model of omni-channel retail, Buy online and Pickup in Store (BOPS) is considered as the most important channel integration strategy for retailers. At the same time, with the increasingly fierce market competition, the business environment of enterprises is full of high risks and uncertainties, and the implementation of BOPS strategy and omni-channel supply chain decision optimization face many challenges. Through the construction of retailer-consumer secondary supply chain system, this thesis makes an in-depth study on whether retailers with risk-averse attitude adopt omni-channel BOPS strategy and what kind of strategy they adopt. Based on the dual-channel supply chain, this paper considers whether a retailer with both online direct sales channel and offline bricks-and-mortar store sales channel in the supply chain, and adopts a risk-averse attitude, is motivated to implement channel integration and BOPS strategy in the case of game between the two channels. And further analyzes the implementation conditions of BOPS strategy and the impact of risk avoidance degree on retailer channel selection strategy. Based on the above research, this article introduced the market demand fluctuation coefficient of standard deviation, products matching rate, optimize the delivery cost, consumer channels loyalty, online channels consumer choice model of BOPS probability and the degree of risk aversion of retailers, further study on the six influencing factors of BOPS optimal pricing and profit mode of the supply chain members. The results show that in general, risk-averse retailers prefer omni-channel BOPS concentration strategy, but it is not suitable to introduce BOPS mode when the consumer loyalty of a certain channel in the sales market is at an extreme value. When the delivery cost coefficient is optimized and the probability of online channel consumers choosing BOPS mode is high, the risk-averse retailer can not only gain more profits by introducing BOPS channel but also provide consumers with relatively lower prices and better offline delivery services by implementing centralized decision-making. The optimal pricing, optimal delivery speed and profit utility under omni-channel BOPS centralized decision are negatively correlated with retailer's risk avoidance degree, standard deviation of market demand fluctuation and optimized delivery cost coefficient. It is positively correlated with product matching rate, offline channel consumer loyalty and market share of BOPS channel. Omni-channel BOPS pricing and BOPS delivery service decision should take into account the standard deviation of market demand fluctuation, retailers' risk avoidance degree, offline channel loyalty and the proportion of online consumers choosing BOPS channels. Therefore, it is beneficial for retailers to reduce operational risks, ensure product quality, guide stores to pick up goods, ensure cost advantages, optimize delivery service and rational consumption of consumers to operate omni-channel BOPS. The research perspective of this thesis is innovative to a certain extent, and can provide reference and inspiration for the decision-making of omni-channel retailers in the industry in the operation of BOPS mode.
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