考虑产品服务敏感性的双渠道运营策略研究

在线上、线下渠道趋于合作的背景下，研究在双渠道销售的基础上，实施“线上下单、线下取货”(BOPS)模式的条件。分别建立双渠道基准模型和引入BOPS模式下的集中与分散决策模型，分析消费者的产品服务水平敏感程度对产品最优定价策略、供应链成员利润和渠道销售模式的影响。研究结果表明：当消费者对产品服务体验的要求较低时，即消费者购买行为对产品体验的依赖程度较低，采取双渠道模式对整体供应链而言是有利的；反之，当消费者需要产品服务体验才能做出购买决定时，实施BOPS模式集中决策更为有利。

Research on Dual-channel Operation Strategy Considering Product Service Sensitivity

Against the backdrop of increasing cooperation between online and offline channels, this study explores the implementation conditions of the “Buy Online, Pick-up in Store” (BOPS) model based on dual-channel sales. Establishing both a dual-channel baseline model and centralized and decentralized decision models under the introduction of the BOPS model, this study aims to analyze the impact of consumer sensitivity to product service levels on optimal pricing strategies, supply chain member profits, and channel sales models. The results show that when consumers have lower requirements for product service experience, meaning they have a lower dependence on product experience for purchase decisions, adopting a dual-channel model is advantageous for the overall supply chain. Conversely, when consumers require product service experience to make purchase decisions, implementing the centralized decision of the BOPS model is more favorable.