BOPS模式下基于成本共担契约的供应链协调策略

随着线上线下融合的全渠道零售兴起,线上购买线下自提(buy online and pickup in store, BOPS)模式成为供应链管理领域的热点问题.针对由制造商与具有销售努力行为的线下零售商构成的提供BOPS服务的全渠道供应链,构建BOPS销量计入线上渠道和BOPS销量计入线下渠道整合模型,探讨不同BOPS销量整合模式下供应链的定价及销售努力策略,进一步分析基于销售努力成本共担机制实现全渠道供应链的协调问题.研究结果表明:基准情形下的集中决策有助于提高销售努力水平并提升供应链整体绩效;分散决策中BOPS销量计入线上渠道能让供应链系统获利更多.在满足参与约束的前提下,不同BOPS销量整合模型中成本共担契约的实施均能够缓解双重边际化效应,激励零售商提高销售努力水平,实现供应链系统收益的帕累托改进.

Coordination strategy for supply chain with a cost sharing contract under BOPS mode

With the rise of omnichannel retailing of online and offline integration, the shopping option of buy online and pickup in store(BOPS) has gained increasing attention. This paper focuses on the coordination of an omnichannel supply chain consisted of one online manufacturer and one offline retailer with sales efforts under the BOPS model. Based on the game theory and optimization theory, we derive the integration models of BOPS sales counted in online channels and BOPS sales counted in offline channels, and study the coordination problem of the omnichannel supply chain based on sales effort cost allocation mechanism. The conclusions show that centralized decision-making can improve the level of sales efforts and the overall performance of the supply chain, and BOPS sales counted in online channels can make the supply chain system more profitable. Under the premise of meeting the participation constraints, the cost-sharing contract in different BOPS channel integration models can alleviate the double marginalization effect, stimulate the improvement of sales effort effectively, and achieve Pareto improvement of the supply chain system''s revenue and effectively coordinate the omnichannel supply chain.