Design, Operations and Pricing Issues in Omnichannel Retailing

全渠道零售中的设计、运营和定价问题

• 批准号: RGPIN-2022-04671
• 负责人: Huang, Xiao
• 金额: $ 1.89万
• 依托单位: Concordia University
• 依托单位国家: 加拿大
• 项目类别: Discovery Grants Program - Individual
• 财政年份: 2022
• 资助国家: 加拿大
• 起止时间: 2022-01-01 至 2023-12-31
• 项目状态: 已结题
• 来源: https://www.nserc-crsng.gc.ca/ase-oro/Details-Detailles_eng.asp?id=757680
• 关键词: Design; Operations; Pricing; Issues; Omnichannel

Recent years mark the era in which retailers actively engage in developing and integrating multiple sales channels online and offline. Customers have thereby gained unprecedented room and flexibility in their purchasing choice and experience. The pre¬purchase information could be collected directly from in¬ person store visits and/or indirectly through various online channels and platforms. The purchase could be completed at physical stores, from the producers' online channels or third-party marketplaces immediately or after strategic waiting. The fulfillment could be versatile and not particularly bounded by the purchasing channel. A customer may place an order at a local store and have it delivered to doorstep later, or order online and pick it up in person from a store. Along this course, retailers are rewarded with a widened strategy space and a deepened understanding of the customers' value and behavior. In this context, I plan to study the dynamics and opportunities that arise from omnichannel retailing - in particular, the design of product and service offerings, the information provision strategy, the intertemporal pricing, and the supporting inventory and logistic policies, across multiple online and offline channels. This is critical given the shift in consumer behavior and what the market and the global supply chain have experienced or will be facing during and after the COVID pandemic. The program will approach this objective through the following modules: (1)The design of product and service offerings across multiple online and offline channels, and respective information provision strategies. (2)Customer review for online and offline channels and its connection with pricing, quality, and customer purchasing behavior. (3)Intertemporal pricing strategy and its interplay with the product and service design and customer behavior. (4)Cross-channel inventory sharing and transshipment policies. The program will deepen the understanding of the design, operations, and pricing in the omnichannel environment. By considering the practice of channel integration, the program will revisit and explore crucial issues from the stage of design, marketing, to the deployment and coordination, and final delivery of the product or service. The results will enrich omnichannel retailers' understanding on how to best navigate their operational options in the omnichannel environment and bring significant impact to a wide spectrum of supply chain stakeholders across multiple industries.

近年来是零售商积极开发和整合线上线下多种销售渠道的时代。因此，客户在购买选择和体验方面获得了前所未有的空间和灵活性。购买前的信息可以直接从亲自到商店的访问中收集，也可以通过各种在线渠道和平台间接收集。购买可以在实体店、生产商的在线渠道或第三方市场立即完成，也可以在战略等待之后完成。履行可以是多种多样的，不受购买渠道的特别限制。顾客可以在当地的商店下订单，然后送货上门，或者在网上订购，然后亲自去商店取货。在这一过程中，零售商获得了更广阔的战略空间，并加深了对顾客价值和行为的理解。在此背景下，我计划研究来自全渠道零售的动态和机会，特别是产品和服务的设计，信息提供策略，跨期定价，以及支持库存和物流政策，跨越多个线上和线下渠道。鉴于消费者行为的转变以及市场和全球供应链在COVID大流行期间和之后经历或将面临的情况，这一点至关重要。该计划将通过以下模块实现这一目标：(1)跨多个在线和离线渠道的产品和服务产品的设计，以及各自的信息提供策略。(2)线上线下渠道的客户评价及其与价格、质量、客户购买行为的关系。(3)跨期定价策略及其与产品、服务设计和顾客行为的相互作用。(4)跨渠道库存共享和转运政策。该计划将加深对全渠道环境中设计、运营和定价的理解。通过考虑渠道整合的实践，该计划将重新审视和探索从设计，营销，部署和协调，到产品或服务的最终交付阶段的关键问题。研究结果将丰富全渠道零售商对如何在全渠道环境中最好地导航其运营选择的理解，并为多个行业的广泛供应链利益相关者带来重大影响。