全渠道零售企业在线投放优惠券的渠道整合策略

全渠道是近年来涌现的新型零售模式,考虑优惠券投放的全渠道价格调控及渠道整合问题备受关注.本文针对同时开通线下、纯线上和BOPS (buy online,pick-up in-store)渠道并在线上渠道投放优惠券的全渠道系统,基于消费者效用分析不同渠道组合的形成条件及市场划分,通过数学模型的构建探讨零售企业全渠道整合策略.研究结果表明:零售商定价与优惠券面值正相关,而当BOPS渠道旅行成本或购买溢出较高时,BOPS渠道定价与优惠券面值负相关.若零售商在BOPS渠道投放大面值优惠券,线下渠道获得利好,总需求增大,利润增大.零售商应在纯线上渠道以低价吸引旅行成本较高的消费者,在BOPS渠道投放大面值优惠券吸引购买溢出或产品体验价值较大的消费者.不同系统参数阈值范围的零售商利润演变规律不同,零售商应根据消费者行为特性设计价格-优惠券组合及渠道组合策略提升收益水平.

Channel integration strategy for omnichannel retail enterprise with online coupon

Omnichannel is a new retail model that has emerged in recent years. The omnichannel price regulation and channel integration issues considering coupon distributing have gained increasing attentions. Aiming at the omnichannel system that retailer simultaneously opens offline, pure online and BOPS (buy online, pick-up in-store) channels and offers coupons online, the formation conditions and market segmentation of different channel combinations are investigated through consumer utility, and the omnichannel integration strategies are explored through mathematical models. The results show that retailer price has positively correlated with coupon face value. When BOPS channel travel cost or purchase spillover is relatively high, BOPS channel price has negatively correlated with the coupon face value. Offline channel benefits from BOPS channel's coupon promotion and its total demand and profit will be higher. Retailer should attract the consumers who have a high travel costs with low price on pure online channel, and offer coupons with large face value on BOPS channel to attract the consumers who have a high purchasing spillover or product experience. The evolution rule of retailer profit within different parameters threshold are different. Retailer should design effective price-coupon combination and channel combination strategies based on consumer behavioral characteristics to increase revenue level.