Research On Online Supplier Channel Strategy And Supply Chain Coordination Based On Omni-channel

Development and application of Omnichannel had a great influences on the retail industry.In recent years,JD,Tencent,Suning,Ali and other giants are committed to developing Omnichannel retail which can effectively integrate online and offline.Consumers can " do whatever you want " to purchase.After placing an online order,goods can be obtained more quickly through the functions of offline stores by SFS and BOPS omnichannel strategy.Although the omni-channel model improves the purchasing utility and satisfaction of consumers,whether the omni-channel model is valuable for a supply chain has not been determined.When the supplier sells online through self-built or cooperation with a third party platform,should we pay a certain cost to cooperate with retail stores to improve market share? Considering the implementation cost of omni-channel and the size of consumer utility,offline store layout becomes an important measure for online suppliers.Secondly,after the implementation of the omni-channel mode,for a supplier of decentralized BOPS supply chain,online suppliers will take BOPS goods to offline stores for management and service,and stores will pay the extra cost for suppliers,producing a series of conflicts of interests.How to implement cooperation achieving supply chain coordination is the problem of supply chain members need to be considered.In the omni-channel environment,the channel selection strategy of online suppliers and the coordination of the omni-channel supply chain are frontier and innovative,having important application value in the new retail background.This paper takes omni-channel supply chain as the background,first we explore when and which channel strategy should online supplier implement,obtaining optimal layout of retail stores.From the perspective of the system,through the consumer utility theory and maximization of supply chain profits,this paper analyzes the supplier's pricing decision under different channel strategies,the optimal store density and the conditions for the implementation of omni-channel,which provides long-term feasible suggestions for suppliers.The results indicate that: The size of pricing in omni-channel mode and online-only mode has a decisive relationship with offline inconvenience cost.Generally,the pricing in BOPS+SFS mode is lower than that in online-only mode;The key to the density decision of offline cooperative stores lies in the implementation intensity of omni-channel and the cost effect of offline distance.The density decision of BOPS stores is greater than that under BOPS+SFS mode;Omni-channel model is not necessarily profitable.BOPS mode is better than single online sales mode when the offline distance cost effect is low;And BOPS+SFS is superior to BOPS mode When the offline distance cost effect is high or the implementation intensity is large under BOPS.Secondly,after the implementation of the omni-channel mode,this paper explores the contract and conditions for the coordination of the omni-channel supply chain of BOPS,analyzing the inventory decision of BOPS and the offline service level.The main conclusions are as follows: The cost-allocation contract and comprehensive contract can realize the coordination of omni-channel supply chain and Pareto improvement of member benefits.As the same time,they contracts can effectively deal with the uncertainty of BOPS market basic demand and improve the service level of offline retailers;The coordination mechanism can alleviate the impact of the uncertainty,BOPS management cost and wholesale price on members' decision making.For suppliers,cost-allocation contract is optimal,and for retailers,comprehensive contract is always optimal.The research in this paper has enriched the theory of omni-channel retail and supply chain management,and the research results can provide scientific decision-making theory methods and basis for the omni-channel supply chain,which has important practical significance for the members of the supply chain to correctly select channel strategies and coordinate the supply chain.