Omni-channel Coordination Strategy Research Under BOPS Mode Considering Service Value

With the continuous iteration and development of the Internet and big data technology,consumers’ shopping needs are constantly changing,gradually forming characteristics such as diversified needs and time fragmentation.Against this backdrop,companies are constantly exploring more ways of retailing to cater to consumers,resulting in a new retail model of omnichannel retailing,which includes a combination of online,offline and Buy Online and Pickup instore(BOPS)models.The emergence of omnichannel retailing has helped to broaden the reach of businesses and consumers,and has had a number of positive impacts on the realities of the retail environment.Based on the above background,this paper takes Company M as an example and studies the product pricing and service strategy of the omnichannel supply chain retail system under the BOPS model,and attempts to coordinate the omnichannel supply chain system using supply chain contracts.Firstly,this paper introduces the current situation of Company M’s omnichannel retail model and the problems that exist.Then,around the issue of pricing and service strategy of Company M’s omnichannel supply chain retail system under the BOPS model,an omnichannel supply chain model consisting of Company M and retailers is considered,with Company M selling products through online channels and retailers,while providing BOPS services to consumers together with retailers.The BOPS model affects demand and supply chain coordination strategies across the retail channel,which in turn affects the product pricing and service strategies of supply chain members.To realise the BOPS model requires good communication and collaboration between supply chain members,consideration of channel differentiated pricing,increased service costs,and increased competition.To address these issues,this paper solves the omnichannel enterprise decision-making model under the BOPS model and analyses the pricing and service strategies of supply chain members under the centralised and decentralised decision-making models.The impact of cross-selling revenue,channel cross-price elasticity and service value on the equilibrium decision of the supply chain under the BOPS model is also analysed.It is found that when the level of the above factors gradually increases,the product pricing and profit of manufacturers and retailers will increase,and at the same time,due to the existence of double marginal effect,the price and profit under the centralised decision model will be more and more obvious compared to the decentralised decision model.Secondly,to address the problem of profit loss of supply chain members under decentralised decision making brought about by double marginal effects,this paper uses service cost subsidy contract,revenue sharing contract and bilateral revenue sharing contract designed based on revenue sharing contract to coordinate the revenue among the members of the omnichannel supply chain in Chapter 5,and models the solution of the three contracts respectively,and finds that the respective coordination parameters can achieve the coordination of the omnichannel supply chain within a certain range of The coordination of the retail system of the omnichannel supply chain was found to be achievable within a certain range of respective coordination parameters.However,the service cost subsidy pact requires a deterministic value of cross-selling revenue,which has some limitations in reality,while the revenue sharing pact has less coordination capability,and the use of the bilateral revenue sharing pact can achieve an increase in coordination capability.