Online Electronic Coupon Delivery And BOPS Omni-Channel Decision Analysis Under The Offline Compensation Mechanism

In today’s world,mobile internet is developing rapidly,cutting-edge science and technology are constantly undergoing changes,and the development of the logistics industry is also unprecedented.For this reason,many retail industry manufacturers are now using online direct sales and other models to supplement their previously limited offline distribution model.In order to maintain its unique competitive characteristics in the continuous expansion of manufacturer channels,offline physical stores or retailers need to improve their performance by providing consumers with personalized experiences,which online channels cannot achieve.This has formed a strategy that not only satisfies customer experience,but also benefits all supply chain participants: dual channel supply chain,integrated channels,and implemented a coordinated strategy of "online purchase,offline reception" for receiving channels.Based on Stackelberg’s game theory,this paper studies the decision analysis under different BOPS strategies by carrying out a dual channel online and offline price competition model under centralized decision-making,models with the same price in different ways online and offline,and the power structure of manufacturers’ dominant distribution channels.Under the traditional online and offline dual channel mode,different situations are added to establish a decision-making model,and different coordination methods are used to make an omni channel decision analysis.The details are as follows:Firstly,this article aims to explore the impact of online coupons and offline service efforts on the pricing strategies of manufacturers and retailers based on a manufacturer led Stackelberg game model,aiming to provide consumers with a full channel supply chain model of online and offline single offline self pickup(BOPS)through offline channels established by manufacturers.At the same time,the equilibrium price increases with the increase in demand brought by offline services,while the coupon face value is the opposite.When making centralized decisions,coupons first increase profits and then have nothing to do with them.When making decentralized decisions,the placement of coupons and offline service levels can both increase overall profits,but it takes time for significant profit growth to occur after placement.Secondly,based on the research on coupons,an analysis is conducted on the full channel of two offline compensation methods: unit commodity commission compensation and BOPS channel sales included in offline channels.The focus is on discussing more realistic online and offline different prices,as well as the pricing and profit distribution issues of the entire system under decentralized decision-making models,Research has found that when physical retailers encounter consumers who are highly sensitive to offline services when compensated by the manufacturer’s unit product,both online channels and physical retailers require physical retailers to provide higher services.