Research On The BOPS Channel Mode Under Omni-Channel Modes In Company A

The rapid development of Internet and mobile payment has accelerated the advent of the era of omni-channel retailing.The consumers’shopping habits are also changing subtly.As an omni-channel retailing strategy,"Buy Online and Pickup in Store(BOPS)" which can achieve the integration of channels,has emerged as the times require.The BOPS mode not only better meets personalized requirement of consumers,but also saves operating costs and brings cross-selling profit for enterprises.However,it requires offline retailers to invest more service costs.In addition,not all commodities will have the same effect after this strategy has been used.Therefore,it is very essential to explore the applicability of the BOPS mode,as well as the profit distribution between supply chain members.From the perspective of price competition,this dissertation constructs models before and after the implementation of BOPS mode in the cases that the offline retailers are proprietary stores of the platform and franchise stores respectively,investigates the price and service strategies,as well as the profit changes of omni-channel supply chain members,and finally puts forward managerial suggestions for Company A.The results show that in the scenary that the offline retailers are proprietary stores of the platform,after the implementation of the BOPS mode,the equilibrium profits online and offline have shifted from trade-off to synchronous increase,and the relationship between them has turned from competition to win-win cooperation.When the retailer implementing BOPS mode,both online suppliers and offline retailers are better of,except in the case that BOPS consumers account for a small proportion and have a low additional consumption coefficient.Therefore,it is feasible for Company A to implement the BOPS mode,especially when consumers have a little trust in whether the oil is authentic.When offline retailers are franchised stores,before the implementation of the BOPS mode,the equilibrium profit of online suppliers is always greater than that of offline retailers.After implementing the BOPS mode,the equilibrium profit of offline retailers have a chance to exceed that of online suppliers.Company A should give priority to the unit-compensation BOPS mode.In addition,in the long run,it will be a win-win solution for both Company A and offline franchised stores.