Research On Operation Strategy Based On Retailer's O2O Transformation In Supply Chain

The innovation of data technology has broken the situation of independent development of online and offline.E-commerce enterprises gradually open their offline stores,offline retailers also use Internet technology to create their online platform for trading payment and information interaction.The online and offline channels gradually change from competition to mutual assistance.Enterprises in diverse industries are beginning to seek the transformation to O2 O in this background.This paper focuses on the new problems encountered in the process of enterprise O2 O transformation,combs the development process and present situation of O2 O mode enterprises in China,and takes Suning as an example to analyze the change of enterprise under O2 O mode.The decision problem of is introduced through the enterprise case.This paper focuses on the optimal strategy of O2 O enterprises under different decision-making methods and business background.The decision modes on pricing,return and inventory under O2 O mode are constructed respectively.The main contents are as follows.The O2 O enterprise is divided into three dimensions according to the domain distribution type,channel connection mode and the delivery mode of product and service.The analysis takes into account the characteristics of the O2 O mode in some enterprises.Taking suing as an example,the research on the O2 O mode of suing is carried out from two aspects,namely the development process of O2 O mode and the enterprise transformation under the background of O2 O mode in Suning.The decision problem on pricing based on O2 O mode is analyzed.The decision mode of the enterprise's inventory and pricing is established based on twoO2 O modes of Online to Offline and Offline to Online.The factors such as the market demand randomness and the change of consumer's psychological perceived utility are considered.This paper analyzes how enterprises in O2 O transformation make optimized inventory and pricing decisions to improve enterprise performance.The decision problem on return based on O2 O mode is analyzed.Considering the situation of return freight insurance and the bounded rationality of retailers and consumers,an evolutionary game model based on O2 O mode for supply chain members under different decision situations is established.This paper mainly analyzes how to make return decision in order to improve their profit in the different case of different payment of freight insurance between retailers and consumers.The decision problem on inventory based on O2 O mode is analyzed.This paper analyzes two kinds of inventory management methods under O2 O modes,one is the unified management of inventory and order by regional headquarters,and the other is retail stores independently managing their own stock and ordering.The game equilibrium strategy under different inventory and order decision is studied through the method of establishing mathematical model.