Research On Equilibrium Decision And Channel Mode Selection Of Omni-channel Supply Chain

The retail industry is accelerating its shift from dual-channel model to omnichannel model.Among them,BOPS(online purchase,offline pick up)and Showrooms(Showrooms)are the main operation modes of omni-channel retail.BOPS mode can not only guarantee consumers to have a seamless consumption experience,but also can channel online consumers to offline stores,bringing more cross-selling revenue for stores.This cross-selling effect is most evident in service industries such as clothing,accessories and entertainment.In the Showrooms mode,the exhibition hall can expand the demand of online and offline channels by providing services.At the same time,since the uncertainty of products is eliminated,consumers may experience products through the exhibition hall first and then purchase products through online channels.In this context,this paper takes a dual channel consisting of a manufacturer with an online direct channel and an offline retailer as the research object,and constructs a Stackelberg game model with the retailer as the leader and the manufacturer as the follower.This paper analyzes the operation decisions and channel sales mode selection of manufacturers and retailers under the background of "BOPS" and "Showrooms".First of all,based on the research on the operation decision of the omni-channel supply chain of BOPS and the selection of channel sales mode,two kinds of omnichannel operation modes of BOPS,which exist in reality,including commission mode and wholesale mode,are considered.At the same time,the influence of channel transfer effect and cross-selling effect are also considered.Based on the retailer-led dualchannel supply chain.The corresponding Stackelberg game models were constructed to solve the optimal price and service level under different modes,and the market conditions for implementing the BOPS omni-channel strategy and the factors affecting the optimal channel mode were discussed.The research shows that:(1)under the commission mode,when the manufacturer opens the BOPS channel by paying the delivery commission,the selling price will be reduced and the market demand will be increased.When the cross-selling effect is large and the commission cost is low,the profit of both manufacturers and retailers increases.(2)In the wholesale mode,the sales price increases,the profit of retailers increases,and the profit of manufacturers decreases.Moreover,under the wholesale mode,the increase of retailers’ profits is greater than that under the commission mode,but this mode will damage the manufacturers’ profits and lead to the manufacturers’ non-cooperation.(3)In the dualchannel supply chain,when the cross-profit is small,the members of the supply chain cannot reach an agreement on the implementation of the BOPS channel strategy.When the cross-selling effect is large,it is more economical and reasonable to choose the commission mode,because at this time,the profits of all members of the supply chain increase.This strategy is conducive to the stability and profit of the supply chain.Secondly,in view of the research on the operation decision of Showrooms allchannel supply chain and the selection of channel sales mode,four supply chain operation modes are proposed according to the different sales mode and service provider,and the corresponding Stackelberg game models are constructed respectively considering the experience effect of Showrooms and the guidance effect of Showrooms.The optimal price and service level under different modes are solved,and the market conditions for the implementation of Showrooms all-channel strategy and the factors affecting the selection of the optimal mode are discussed.The research shows that in most cases,regardless of the mode,the manufacturer can improve the profit of the supply chain and its own profit after cooperating with the experience store to implement the omni-channel retail mode of Showrooms,and finally choose which operation mode to implement the omni-channel strategy of Showrooms.Depends on the size of showrooms boot and showrooms overflow.When certain conditions are met,both sides have the same preference for the choice of operation mode.