新零售时代零售商主导的双渠道供应链线上线下服务水平决策——基于Hotelling模型

随着以消费者体验为中心的新零售的深入发展,零售商更加关注客户在整个消费过程中的综合服务体验,迫切需要围绕消费者需求设计科学的服务水平策略。基于Hotelling模型,构建由制造商、线上零售商、线下零售商以及物流服务商组成的双渠道供应链,结合双渠道的特点,将线上、线下服务水平及物流服务价格等同时引入供应链,研究分散决策以及局部合作决策两种模式下的最优服务水平决策等。研究表明:两种决策模式下,单位距离成本对物流服务水平以及线下综合体验服务水平具有负向影响,因此,线下零售商应科学选址,缩短与消费者之间的时间距离;当消费者的线上线下价格敏感系数之差增大时,线上渠道的市场份额及利润水平下滑,而线下渠道恰恰相反。因此,不同渠道的决策主体应采取差异化的市场定位策略。分散决策时整个供应链的物流服务水平小于线下综合体验服务水平,而线上零售商的合作策略可进一步提高其市场份额及物流服务水平,但不影响整个供应链的线下综合体验服务水平。因此,线上零售商和物流服务商应采取合作策略。

The Online and Offline Service Level Decision of Retailer-led Dual-channel Supply Chain in the"New Retailing"Era based on Hotelling Model

With the in-depth development of the"new retailing"centered on consumer experience,retailer begins to pay more attention to the comprehensive service experience of customers in the whole consumption process,so it is urgent for retailer to design scientific service level strategies based on consumer demand.Based on Hotelling model,a dual-channel supply chain composed of manufacturers,online retailer,offline retailer and logistics service provider is constructed.Combined with the characteristics of dual channels,the online and offline service level and logistics service price are introduced into the supply chain at the same time.The optimal service level decisions of local cooperation decision-making mode and decentralized decision-making mode are studied.The research results show that in two decision-making modes,the unit distance cost has a negative impact on the logistics service level and comprehensive experience service level of offline channel.Therefore,the offline retailer should select locations scientifically to shorten the time distance with consumers.When the gap between consumers’online and offline price sensitivity coefficient increases,the market share and profit of online channel decline,while the offline channel is the opposite.Therefore,the decision-makers of different channels should adopt differentiated market positioning strategies.The logistics service level of the whole supply chain is lower than the offline comprehensive experience service level in decentralized decision-making mode,and the cooperation strategy of online retailer can further improve its market share and logistics service level without affecting the offline comprehensive experience service level of the whole supply chain.Therefore,the online retailer and logistics service provider should adopt cooperative strategies.