考虑线下提货成本和BOPS服务水平的生鲜电商销售策略

Fresh E-Commerce Sales Strategy Considering Offline Delivery Cost and BOPS Service Level

摘要: 本文考虑消费者线下提货成本和BOPS服务水平，构建生鲜电商在传统电商渠道和BOPS渠道组合下的利润函数，研究了线下提货成本、BOPS服务水平、消费者时间偏好及新鲜度损耗对最优解的影响。得出了以下结论：(1) BOPS服务水平与线上渠道价格呈负向影响，与BOPS渠道价格、最优利润呈正向影响。(2) 线下提货成本与线上渠道价格呈正相关关系，与BOPS渠道价格、最优利润呈负相关关系。(3) 当时间偏好和新鲜度损耗较小时，在线下提货成本与BOPS服务水平的联合影响下，生鲜电商在线上渠道采取现售策略时的利润始终大于预售策略。

Abstract: This paper considers consumers’ offline delivery cost and BOPS service level, builds the profit function of fresh e-commerce under the combination of traditional e-commerce channels and BOPS channels, and studies the influence of offline delivery cost, BOPS service level, consumers’ time preference and freshness loss on the optimal solution. The conclusions are as follows: (1) BOPS service level has a negative impact on online channel price, and a positive impact on BOPS channel price and optimal profit. (2) Offline delivery cost is positively correlated with online channel price, and negatively correlated with BOPS channel price and optimal profit. (3) When the time preference and freshness loss is small, under the joint influence of offline delivery cost and BOPS service level, the profit of fresh e-commerce online channels adopting the cash sale strategy is always greater than the pre-sale strategy.