Dove’s 2017 advertising incident,which sparked widespread debate regarding perceived cultural insensitivity,highlighted a disconnect between the brand’s“Real Beauty”positioning and public reception.In response,thi...Dove’s 2017 advertising incident,which sparked widespread debate regarding perceived cultural insensitivity,highlighted a disconnect between the brand’s“Real Beauty”positioning and public reception.In response,this study proposes a strategic digital recovery framework,including revised campaign content,transparent communication through social media,and data-driven customer segmentation based on diverse skincare needs and cultural backgrounds.A PESTLE analysis underscores the importance of digital transformation and rising social consciousness in brand management.Findings suggest that inclusive messaging,precision targeting,and omnichannel digital engagement are key to restoring brand trust and reputation in the digital landscape.展开更多
While coupons that can be redeemed only in online channels have been issued by e-commerce platforms for decades, a new type of platform’s coupons, i.e., omnichannel coupons, which can be redeemed in both online and s...While coupons that can be redeemed only in online channels have been issued by e-commerce platforms for decades, a new type of platform’s coupons, i.e., omnichannel coupons, which can be redeemed in both online and store channels, is gaining popularity with the rise of the omnichannel retail mode. It is interesting to explore the conditions under which omnichannel coupons are more advantageous to platforms and multichannel suppliers that sell products through platforms and physical stores. Two game models are developed in two cases where an e-commerce platform offers single channel coupons or omnichannel coupons for a multichannel supplier. Two scenarios are considered: one in which a consumer’s valuation of a product that fits his or her need is homogeneous and another in which the valuation is heterogeneous. Equilibrium outcomes show that under the homogeneous scenario, the product price and coupon face value in both coupon modes increase with the product’s fit probability when the cross-selling revenue is high, while decrease with the product’s fit probability when the cross-selling revenue is low. However, under the heterogeneous scenario, the price in both modes increases with the product’s fit probability only when the supplier’s loss from returns is low and the cross-selling revenue is high, and the coupon face value always decreases with the product’s fit probability. Compared with single channel coupons, omnichannel coupons may lead to a higher product price under certain conditions. Furthermore, omnichannel coupons can lead to higher total demand and benefit both the platform and the supplier if and only if the product’s fit probability is low and the supplier’s loss from returns is high. An extension shows that the platform’s preference for omnichannel coupons is weakened when the supplier offers a partial refund policy.展开更多
Omnichannel retailing strategies are widely used in practice and have been extensively studied in recent years, but few studies have explored omnichannel retailing operations in response to supply disruption in the po...Omnichannel retailing strategies are widely used in practice and have been extensively studied in recent years, but few studies have explored omnichannel retailing operations in response to supply disruption in the post-pandemic era. To fill this gap, this study explores whether the adoption of omnichannel fulfillment options (i.e., ship-from-store and ship-to-store options) can mitigate the risk of supply disruption in a supply chain where a retailer orders products from a reliable supplier and a risky supplier, respectively. Under the omnichannel retailing strategy, the retailer’s order quantity from the risky supplier may increase or decrease while that from the reliable supplier may increase. Interestingly, it is possible to achieve a win–win–win outcome when the supply disruption risk is high and the market share of the channel offered by the risky supplier is low. Moreover, the entire supply chain benefits from the omnichannel retailing strategy even if it faces a high level of disruption risk.展开更多
在“线上购买线下取货”(Buy-online and Pick-up-in-store,简称BOPS)的全渠道零售系统中,由于BOPS消费者的交叉购买为企业带来额外收益,使得企业之间的调货行为不仅影响其成本,还会通过影响其BOPS消费者流量影响最终收益。基于此考虑...在“线上购买线下取货”(Buy-online and Pick-up-in-store,简称BOPS)的全渠道零售系统中,由于BOPS消费者的交叉购买为企业带来额外收益,使得企业之间的调货行为不仅影响其成本,还会通过影响其BOPS消费者流量影响最终收益。基于此考虑企业调货行为与消费者交叉购买行为对BOPS零售系统产生的协同作用,研究了企业的订货与调货策略。此外,针对此协同作用带来的渠道冲突引入了双边收益共享(Bilateral Revenue Sharing,简称BRS)契约协调机制。结果表明:授权店的调货策略不仅受调货成本收益率的影响,还与自身及旗舰店订货策略有关。当企业订货水平和BOPS消费者占比都比较低时,授权店充当线下取货点的职能,所有的BOPS需求都通过调货满足;当两者占比都比较高时,授权店充当前置仓库的职能,通过自身订货量及调货满足BOPS消费者需求。通过BRS契约发现:该契约不仅可以协调调货和交叉销售带来的渠道冲突,还可以使系统总利润高于集中供应链的总利润。展开更多
考虑全渠道广告营销存在消费者搭便车现象,本文基于线上与线下零售商合作提供BOPS(Buy Online and Pick up in Sore)服务的全渠道零售系统,探讨存在消费者搭便车行为影响的全渠道广告投放与协调问题。通过对比分散决策下的最优广告与定...考虑全渠道广告营销存在消费者搭便车现象,本文基于线上与线下零售商合作提供BOPS(Buy Online and Pick up in Sore)服务的全渠道零售系统,探讨存在消费者搭便车行为影响的全渠道广告投放与协调问题。通过对比分散决策下的最优广告与定价策略,以集中决策下的最优广告与价格策略为基准,提出了基于BOPS的全渠道两部收益协调决策模型,并对模型进行数值算例。研究发现:(1)集中决策下,当消费者对线上渠道偏好较大(较小)时,随着消费者搭便车比例的增加,全渠道应提高(降低)线上与线下产品价格,并加大(降低)线下广告的投放力度;(2)集中决策下全渠道总利润高于分散决策的全渠道利润之和,分散决策模式并不能实现全渠道利润协调;(3)通过两部收益协调机制可实现线上、线下零售商的利润均高于分散决策时的利润,并能使全渠道总利润达到集中决策的利润水平,实现双赢的效果。研究结果可为存在搭便车行为影响的全渠道零售商广告及协调决策提供了理论指导建议。展开更多
文摘Dove’s 2017 advertising incident,which sparked widespread debate regarding perceived cultural insensitivity,highlighted a disconnect between the brand’s“Real Beauty”positioning and public reception.In response,this study proposes a strategic digital recovery framework,including revised campaign content,transparent communication through social media,and data-driven customer segmentation based on diverse skincare needs and cultural backgrounds.A PESTLE analysis underscores the importance of digital transformation and rising social consciousness in brand management.Findings suggest that inclusive messaging,precision targeting,and omnichannel digital engagement are key to restoring brand trust and reputation in the digital landscape.
基金supported by the National Social Science Foundation of China(NSSFC),under Grant No.18BGL265.
文摘While coupons that can be redeemed only in online channels have been issued by e-commerce platforms for decades, a new type of platform’s coupons, i.e., omnichannel coupons, which can be redeemed in both online and store channels, is gaining popularity with the rise of the omnichannel retail mode. It is interesting to explore the conditions under which omnichannel coupons are more advantageous to platforms and multichannel suppliers that sell products through platforms and physical stores. Two game models are developed in two cases where an e-commerce platform offers single channel coupons or omnichannel coupons for a multichannel supplier. Two scenarios are considered: one in which a consumer’s valuation of a product that fits his or her need is homogeneous and another in which the valuation is heterogeneous. Equilibrium outcomes show that under the homogeneous scenario, the product price and coupon face value in both coupon modes increase with the product’s fit probability when the cross-selling revenue is high, while decrease with the product’s fit probability when the cross-selling revenue is low. However, under the heterogeneous scenario, the price in both modes increases with the product’s fit probability only when the supplier’s loss from returns is low and the cross-selling revenue is high, and the coupon face value always decreases with the product’s fit probability. Compared with single channel coupons, omnichannel coupons may lead to a higher product price under certain conditions. Furthermore, omnichannel coupons can lead to higher total demand and benefit both the platform and the supplier if and only if the product’s fit probability is low and the supplier’s loss from returns is high. An extension shows that the platform’s preference for omnichannel coupons is weakened when the supplier offers a partial refund policy.
基金supported by the National Natural Science Foundationof China(Grant No.71872075)Hainan Provincial Natural ScienceFoundation of China(Grant No.720RC568).
文摘Omnichannel retailing strategies are widely used in practice and have been extensively studied in recent years, but few studies have explored omnichannel retailing operations in response to supply disruption in the post-pandemic era. To fill this gap, this study explores whether the adoption of omnichannel fulfillment options (i.e., ship-from-store and ship-to-store options) can mitigate the risk of supply disruption in a supply chain where a retailer orders products from a reliable supplier and a risky supplier, respectively. Under the omnichannel retailing strategy, the retailer’s order quantity from the risky supplier may increase or decrease while that from the reliable supplier may increase. Interestingly, it is possible to achieve a win–win–win outcome when the supply disruption risk is high and the market share of the channel offered by the risky supplier is low. Moreover, the entire supply chain benefits from the omnichannel retailing strategy even if it faces a high level of disruption risk.
文摘在“线上购买线下取货”(Buy-online and Pick-up-in-store,简称BOPS)的全渠道零售系统中,由于BOPS消费者的交叉购买为企业带来额外收益,使得企业之间的调货行为不仅影响其成本,还会通过影响其BOPS消费者流量影响最终收益。基于此考虑企业调货行为与消费者交叉购买行为对BOPS零售系统产生的协同作用,研究了企业的订货与调货策略。此外,针对此协同作用带来的渠道冲突引入了双边收益共享(Bilateral Revenue Sharing,简称BRS)契约协调机制。结果表明:授权店的调货策略不仅受调货成本收益率的影响,还与自身及旗舰店订货策略有关。当企业订货水平和BOPS消费者占比都比较低时,授权店充当线下取货点的职能,所有的BOPS需求都通过调货满足;当两者占比都比较高时,授权店充当前置仓库的职能,通过自身订货量及调货满足BOPS消费者需求。通过BRS契约发现:该契约不仅可以协调调货和交叉销售带来的渠道冲突,还可以使系统总利润高于集中供应链的总利润。
文摘考虑全渠道广告营销存在消费者搭便车现象,本文基于线上与线下零售商合作提供BOPS(Buy Online and Pick up in Sore)服务的全渠道零售系统,探讨存在消费者搭便车行为影响的全渠道广告投放与协调问题。通过对比分散决策下的最优广告与定价策略,以集中决策下的最优广告与价格策略为基准,提出了基于BOPS的全渠道两部收益协调决策模型,并对模型进行数值算例。研究发现:(1)集中决策下,当消费者对线上渠道偏好较大(较小)时,随着消费者搭便车比例的增加,全渠道应提高(降低)线上与线下产品价格,并加大(降低)线下广告的投放力度;(2)集中决策下全渠道总利润高于分散决策的全渠道利润之和,分散决策模式并不能实现全渠道利润协调;(3)通过两部收益协调机制可实现线上、线下零售商的利润均高于分散决策时的利润,并能使全渠道总利润达到集中决策的利润水平,实现双赢的效果。研究结果可为存在搭便车行为影响的全渠道零售商广告及协调决策提供了理论指导建议。
