全渠道零售下基于消费者选择的供应链选址与定价竞争及协调研究

Omni-channel retailing mode is a united system including thirty-two order modes based on the different combinations of ordering，payment and delivery. Its successful implementation depends on the coordination of the supply chain members, as well as the consumer choice and the decisions of competitive supply chain considered about. This project will make innovative research on the omni-channel retailing mode by synthetically using methods from multiple subjects. Firstly, the extended Hotelling model with the negative effect caused by crowding and the extended Hotelling model with random demand will be set up. We will study on the consumer choice behavior on the channel and product by using the Customer Choice Theory, and the competition between two retailers under omni-channel retailing by using Hotelling model and its two extended models, so as to analyze the feasibility of omni-channel strategy. Secondly, the decision models of the supply chain consisting of one manufacturer and two retailers under omni-channel retailing will be built based on the MPEC (Mathematical Problems with Equilibrium Constrains)method. The supply chain contracts will be embedded in the MPEC models to design the contracts coordinating the supply chain. Thirdly, we will study how to modeling on the competition between two supply chains under omni-channel retailing, each consisting of single manufacturer and single retailer, by using the EPEC (Equilibrium Problems with Equilibrium Constrains) method, together with the algorithms solving the MPEC and EPEC models mentioned above. Finally, we will do empirical study on the supply chain of featured products in Jiangxi Province, and put forward the omni-channel retailing mode and coordinative contracts for the supply chain of featured products. These research results will perfect the competition and coordination theory of the omni-channel supply chain, promote the practice of the omni-channel mode, and realize the mutual promotion between theory and practice.

全渠道零售模式是种可依下单--支付--配送的不同组合形成 32 种订购模式的统一体系，其成功实施有赖于链内成员的协同，并需考虑消费者选择行为及竞争供应链的决策。项目利用多学科交叉方法对此进行理论创新：用顾客选择理论研究消费者对渠道和产品的选择行为, 分别建立带拥塞负效应和随机需求的Hotelling扩展模型，基于Hotelling模型及扩展模型研究全渠道零售下两零售商的竞争，分析全渠道零售策略的可行性；基于MPEC方法建立全渠道零售下单生产商两零售商供应链的决策模型，将供应链契约嵌入MPEC模型，进行供应链协调契约设计；基于EPEC方法建模研究全渠道零售下两条单生产商单零售商供应链的竞争，研究MPEC和EPEC模型的求解算法。同时，实证研究江西省特色产品供应链，凝练特色产品供应链全渠道零售模式和协调契约。项目研究将完善全渠道供应链竞争与协调理论，促进全渠道零售模式实践,实现理论与实践互促。

21世纪的竞争体现为企业所在的供应链之间的竞争。全渠道零售已成为供应链竞争的重要手段。全渠道零售下供应链渠道布局、实体渠道选址、产品定价必须考虑消费者的差异化选择行为。项目依照理论与实践互促研究模式，对基于Hotelling模型的消费者选择行为及零售商选址与定价竞争、全渠道零售下供应链的定价与协调、全渠道供应链的渠道运营策略等方面进行理论创新与实践应用。(1)用顾客选择理论研究消费者对渠道和产品的选择行为, 分别建立带拥塞负效应的Hotelling扩展模型和弹性需求的Hotelling扩展模型，基于所建模型分析消费者的渠道选择和零售商选址与定价竞争，拓展了Hotelling模型。(2)建立“Hotelling+MPEC(EPEC)”模型，分析两条供应链的选址与定价竞争，对所建模型进行求解，完善相关模型与方法。(3)建立全渠道零售“线上下单、线下取货”(Buy Online and Pick up in Store: BOPS)决策模型，分析BOPS模式下产品定价与服务决策及供应链协调问题，给出协调供应链的合同形式；研究全渠道零售下产品退货渠道设计、“自我采摘”农场的网上渠道选择、全渠道零售下团购策略及平台选择等问题，完善了全渠道零售下供应链运营理论。(4)结合理论研究和实践分析，提出促进企业全渠道运作的对策，以及供应链进行合作广告、质量管理、绿色技术投资、以旧换新等发展策略。依托项目资助，项目负责人和成员何毅分别赴美国访学一年；项目负责人指导了一位博士后出站，二位博士生和一十四位硕士生获得学位，项目组其他成员指导了十八名硕士研究生毕业。项目研究成果已发表论文三十三篇（含SCI期刊论文一十四篇、ISTP论文五篇、CSSCI期刊论文八篇、CSCD期刊论文三篇、中文核心期刊论文三篇）。项目组成员参加国内外学术会议二十次，做大会报告一次、小组报告二次。