Optimal Pricing Strategy Of Omnichannel Supply Chain Under BOPS Retail Service

With the rapid development of high-tech technologies such as big data,Internet of Things and intelligent terminals,physical retailers and online retailers have carried out a new round of iterations and comprehensive upgrades,and the integration of online and offline channels has gradually become a new trend in the retail industry.The BOPS model of "buy online,pick up in store" has become a typical model of online and offline omnichannel retailing.The introduction of BOPS channel in the supply chain brings cross-consumption benefits to retailers on the one hand,but also raises the service operation cost of retailers,how to balance the distribution of benefits between the two and how to carry out the optimal pricing and service strategy has become a major problem to be solved,so it is important to carry out research on pricing and service strategy under BOPS channel integration.This thesis investigates the impact of BOPS omnichannel model on pricing decisions based on two different channel structures: online retailers and offline retailers,and online platforms and offline retailers,and provides some theoretical references for retailers and retail platforms to integrate online and offline channels.First,in order to study the interaction between manufacturers and online and offline retailers in different pricing and service value strategies under the BOPS omnichannel model of "buy online,pick up in store" implemented by offline retailers,a modified Hotelling model is used to model the market demand function,and a manufacturer-driven Stackelberg supply chain model is constructed.The equilibrium pricing and service value of the four strategies of centralized dual channel,centralized omnichannel,decentralized dual channel and decentralized omnichannel are analyzed,and the four strategies are compared by numerical simulation;secondly,considering the implementation of BOPS strategy by online platforms in the market,the differences between manufacturers,online platforms and Offline retailers’ choice between different sales models is analyzed based on inter-channel variability,a new market demand function is re-inscribed using a modified Hotelling model,and a manufacturer-driven Stackelberg supply chain model and a Nash game model are constructed to study the optimal equilibrium pricing and profits under four different models: store resale,store agency,online resale,and online agency models.The study shows that the value of the retailer’s service has a positive effect on the pricing of all supply chain members,the implementation of the BOPS omnichannel pricing strategy is significantly better than the dual-channel pricing strategy,and the advantage of the omnichannel strategy is more effective in the centralized supply chain than in the decentralized supply chain,while the sensitivity analysis shows that the overall revenue of the supply chain increases with the expansion coefficient of the market size of the BOPS channel,and the optimal The optimal pricing strategy is the centralized omnichannel strategy;When the online e-commerce platform builds its own physical stores to provide the BOPS channel,it is beneficial to manufacturers,offline retailers and the whole supply chain,and its revenue situation is higher than that of offline retailers to provide the BOPS channel,and only when the online platform adopts the agency model,the offline platform builds its own physical stores to provide the BOPS channel is beneficial to the platform itself,the optimal sales model for all members of the omnichannel supply chain is the online agency model when and only when the agency cost ratio is in the middle of the appropriate value.