摘要
针对消费者时间偏好下零售商全渠道运营决策问题,建立零售商仅运营线上渠道时的基础模型,得出最优产品组合、价格和交付时间.基于此,分别在消费者为渠道导向型和产品导向型两种情形下建立全渠道运营决策模型.通过与基础模型进行对比,探讨了零售商在两种消费者导向类型下开辟线下渠道的条件.结果表明,当交付时间的边际成本等于消费者的边际效用时,得到最优交付时间.当消费者为渠道导向型时,零售商进入线下渠道必然有利可图,且线下渠道提供满足基数约束的产品,线上渠道可以提供所有产品.若消费者为产品导向型,当两个渠道之间的运营成本之差较小或者时间偏好造成的效用损失较大时,零售商进入线下渠道才会有利可图,此时,线下渠道提供满足基数约束的产品,线上渠道提供剩余的产品.
Considering consumers’time preferences,the omnichannel operation problem is investigated.A basic model is built when the retailer operates online channel,and the optimal assortment,price and delivery time are obtained.Then,omnichannel operation models are developed under channel-oriented and product-oriented customers,respectively.The conditions entering offline channel under these two consumer types are discussed by comparing with the basic model.The results show that the delivery time is optimal when the marginal cost of delivery time equals consumers’marginal utility.The retailer is profitable under channel-oriented customers,and selects products satisfying the cardinality constraint offline,and provides all products online.If consumers are product-oriented,when the difference between two channel operation costs is small or the utility loss caused by time preference is large,entering offline channel is profitable,and the optimal assortment is offering products satisfying the cardinality constraint offline,and providing the remaining products online.
作者
牟玉霞
关志民
赵莹
于天阳
Mou Yuxia;GuanZhimin;ZhaoYing;YuTianyang(School of Business Administration,Northeastern University,Shenyang 110169,China)
出处
《系统工程学报》
北大核心
2025年第6期874-894,共21页
Journal of Systems Engineering
基金
国家自然科学基金资助项目(72501074)
中央高校基本科研业务专项资金资助项目(N2206004)
潍坊学院博士科研启动基金项目(2025BS39)。
