全渠道环境下企业零售模式与运营策略研究

Omnichannel retailing is an emerging retail mode, which focuses on the integration between the different shopping channels. Omnichannel retailing aims to provide customers with a seamless shopping experience through all available shopping channels. The advent of omnichannel retailing brings great influences on customers’ purchasing behaviors and retailer’s operations decisions (e.g., inventory and pricing decisions, etc.). The retailer begins to be faced with the following questions: (1) which omnichannel strategy (or what kinds of the omnichannel strategies) should be adopted? (2) for what types of product will the omnichannel strategy be profitable? To address these questions, this project derives some typical omnichannel retailing strategies from the retail practice, i.e., (i) Book Online and Pick up in Store (BOPS); (ii) Ship to Store; (iii) Showroom; and (iv) Store Return. Based on the abovementioned omnichannel retailing practices, utilizing the game theory, optimization theory and inventory theory, this project aims to investigate the impacts of omnichannel retailing strategies on customers’ purchasing behaviors and retailer’s optimal order and pricing decisions, and tries to find the necessary conditions that the retailer is willing to implement the omnichannel retailing strategies. This study is new and interesting, which contributes to expanding the omnichannel retailing research. And the related conclusions can provide a reference for retailer to implement omnichannel retailing strategies.

全渠道零售是一种新兴的零售模式，强调不同销售渠道之间的融合，旨在为消费者提供无缝式购物体验。全渠道零售模式的不断涌现对消费者的购买行为和零售商的运营决策（库存和定价决策等）产生了巨大的影响，引起了零售商对以下问题的思考：（1）应该实施哪种/哪几种全渠道零售模式？（2）哪些产品应该实施全渠道零售模式？针对上述问题，本项目从实践中提炼出几种典型的全渠道零售模式，包括：（1）“线上下单+门店取货”；（2）“配送到门店”；（3）“体验店”；（4）“退货到门店”，并拟以上述全渠道零售实践为研究背景，从个体消费者效用出发，综合运用博弈论、优化理论和库存理论研究不同全渠道零售模式对消费者购买行为的影响，探讨零售商最优的订货和定价策略以及实施全渠道零售模式的前提条件。本项目的研究内容具有国际前沿性，有助于拓展全渠道零售的相关研究，研究成果能够为零售商实施全渠道零售策略提供决策参考。

全渠道零售是一种新兴的零售模式，强调不同销售渠道之间的融合，旨在为消费者提供无缝式购物体验。全渠道零售模式的不断涌现对消费者的购买行为和零售商的运营决策（库存和定价决策等）产生了巨大的影响。本项目以几种实践中常见的全渠道零售模式（“线上下单+门店取货”全渠道零售模式、“配送到门店”+“门店发货”全渠道零售模式、“体验店”全渠道零售模式和“门店退货”全渠道零售模式）为研究背景，研究分析了上述全渠道零售模式对消费者购买、退货行为以及零售企业的订货、定价决策的影响，并得到了零售企业在不同情境下提供何种全渠道零售模式的前提条件，研究成果能够为零售企业是否开展以及如何更好地开展全渠道零售业务提供了决策参考。此外，项目组还进一步探讨了新兴技术驱动下的双渠道/全渠道零售企业的运营管理和服务模式问题。.依托本项目，项目组已在Transportation Research Part E、International Journal of Production Research、Annals of Operations Research等SSCI/SCI期刊上发表（含已录用）20余篇论文；另外还有若干篇论文已投稿，现处于外审阶段。项目组成员积极参加国内外学术会议，包括中国管理学年会，POMS International Conference in China等。项目执行期间，负责人先后邀请了美国University of Texas at Dallas的Suresh P Sethi教授、美国University of Wisconsin-Milwaukee的Xiaohang Yue 教授等到海南大学或线上会议为项目组成员做学术报告，并指导项目组的研究工作。此外，项目负责人培养了2名青年教师，1名博士后，4名博士生，硕士研究生7名。