“互联网+”背景下零售业向全渠道O2O模式转型升级的策略研究：基于BOPS 和 Offline Showroom的实施

In the Internet plus background, this project mainly examines the optimal strategy of transformation and updating from retail to Omni-channel O2O model with the consideration of strategic consumers under different operational scenarios in an O2O supply chain. One objective of this work is to offer some helpful suggestions on raising the firm's competitive advantage as well as strengthening the efficiency of the whole O2O supply chain. The topics in this project include: (1) with different ways to open an online showroom, we employ the multi-dimensional game model to analyze the impact of BOPS on the traditional retail industry's operational strategy and also explore the optimal way to expand channel so as to achieve the goal of transformation and updating to Omni-channel O2O model; (2) with different ways to open an offline showroom, we employ the multi-dimensional game model to analyze the impact of Offline Showroom on the online retail industry's operational strategy and also explore the optimal way to expand channel so as to achieve the goal of transformation and updating to Omni-channel O2O model; (3) with different sales models, we employ the cooperative game model to analyze the impact of BOPS and Offline Showroom on the efficiency of the whole O2O supply chain and also explore the optimal integration method to achieve the goal of transformation and updating to Omni-channel O2O model. Some relevant results not only make a contribution to the study of consumer behavior theory, incentive theory, dual channel management, Omni-channel O2O model and supply chain contract, but also provide some scientific and effective suggestions for the managers to generate the appropriate strategy of transformation and updating to Omni-channel O2O model.

项目以O2O供应链为对象，考虑顾客的策略性行为，探索和构建不同运作情境下零售业向全渠道O2O模式转型升级的决策模型和方法体系，为提高企业竞争优势和增强O2O供应链绩效提供有益的指导。具体工作包括：(1)在开设网购店的不同方式下，研究传统零售业通过构建多维博弈模型来明晰BOPS对其运营策略的影响并探讨最优的拓展方式来完成转型升级的问题；(2)在建立体验店的不同方式下，研究网络零售业通过构建多维博弈模型来明晰Offline Showroom对其运营策略的影响并探求最优的拓展方式来完成转型升级的问题；(3)在不同销售模式下，研究O2O供应链通过构建合作博弈模型来明晰BOPS和Offline Showroom对其绩效的影响并探求最优的整合策略来完成转型升级的问题。相关成果将完善顾客行为及激励理论在双渠道管理，全渠道O2O模式和供应链契约等领域中的研究，为企业制定经营模式转型升级的策略提供理论借鉴。

近年来，随着互联网经济影响的不断深入，全渠道O2O模式俨然已成为零售企业转型升级的重要途径。通常地，零售企业采取BOPS和Offline Showroom新型销售模式来促进线上线下业务的协同发展，最终实现线上线下资源相融合的全渠道O2O商业模式。本项目以O2O双渠道供应链为研究对象，围绕新型销售模式(BOPS和Offline Showroom)和消费者策略性选择行为的交互影响，从零售企业的视角出发，探索和构建不同运作情境下零售企业向全渠道O2O模式转型升级的决策模型和方法体系，为提高企业竞争优势和增强O2O供应链绩效提供有益的指导, 最终结合零售企业实践加以应用和推广。主要研究内容包括：(1)传统零售业在不同运作方式下向上拓展网络平台的前提下，考虑消费者的策略性行为，研究传统零售企业通过构建多维博弈模型来明晰BOPS对其运营策略的影响并探讨最优的拓展方式来完成转型升级的问题；(2)网络零售业在不同运作方式下向下拓展体验店的前提下，考虑消费者的策略性行为, 研究网络零售企业通过构建多维博弈模型来明晰Offline Showroom对其运营策略的影响并探求最优的拓展方式来完成转型升级的问题；(3)传统零售业和网络零售业开展合作采取不同销售模式的前提下，考虑消费者的策略性行为，研究O2O供应链通过构建合作博弈模型来明晰BOPS和Offline Showroom对其绩效的影响并探求最优的整合策略来完成转型升级的问题。本项目采用信息甄别和信号博弈模型来分别构建传统零售企业，网络零售企业和O2O供应链的最优运营模式设计机制，并分析了BOPS和Offline Showroom新型销售模式对零售企业最优策略和运营绩效的影响。项目的研究成果将完善顾客行为及激励理论在双渠道管理，全渠道O2O模式和供应链契约等领域中的研究，为企业制定经营模式转型升级的策略提供理论借鉴。.