Research On Operation Strategy Of “Booking–Pickup”&“Store Sales” Mode

With the rapid development of e-commerce, one of the O2 O mode, to purchase online and have the service offline has been adopted by more and more enterprises, and it has been recognized more and more by consumers. The appearance of O2 O mode on the retail end of the business brings new ideas to marketing strategies and inventory strategies, it has become one of the topics in the business and academic circles. This thesis starting from A company's(“Booking –Pickup” mode under the background of O2O) operating situation and the existing problems, by comparison with a direct competitor of traditional store retailer B company, analysis A's pricing and stocking time.This thesis first studies the case of A company(“Booking –Pickup” mode under the background of O2O) and its competitor B company(the “Store Sales” Mode).By using the Hotelling model, establishes the model comprise of the price of two channels, the demand of two channels and the A's stocking time. Under this circumstances, we analyze the profit of A company to get the maximum the optimal pricing and the optimal stocking time. For B company, by building newsboy model to analyze the optimal order quantity, and further analyze the profit function of the two modes to obtain some inspiration to management. Finally, through numerical analysis, this thesis studies the impact of the sales price of the traditional mode, the wholesale price per unit of product, channel demand sensitivity to A's sales price and the best stocking time, B's optimal order quantity and the profit of two modes. The analysis indicate that when the product has a lower margin, A company's competitive advantage is more obvious. Through this study, it reveals the important value of pricing and stocking time for the company under O2 O business mode, it is benefit to both the traditional store retailers and the retailers of “Booking –Pickup” mode under the background of O2 O to make better sales and inventory strategy.