考虑消费者策略选择行为的全渠道零售运营策略研究

随着技术进步和商业模式革新，全渠道运营为零售企业提供前所未有的机遇和挑战。紧密结合管理实践中的全渠道创新运作模式，本项目研究考虑消费者策略选择行为的全渠道零售运营策略。首先，结合渠道核心功能提炼出影响消费者决策的三个重要因素：产品估值不确定、产品可得不确定、以及产品满足的方便程度。进一步揭示企业的全渠道运营策略，包括信息交付和产品满足策略以及协同的库存水平与消费者决策之间的交互。结合管理实践总结出三种典型的全渠道运营模式，分别针对性探讨企业如何设计合理的运营策略，以应对消费者策略性购买和渠道选择行为，减少供需错配成本，提升企业绩效。最后，总结出一套面向全渠道零售企业运作规划的决策框架。本项目主要采用建模分析方法，应用理性预期均衡理论和随机库存优化方法求解。研究成果为全渠道零售运营理论研究作出贡献，同时为零售企业数字经济与实体经济融合提供思路和建议。

With the development of information technology and innovations in business operations, omnichannel operations are spreading in the retailing industry along with opportunities and challenges. Based on the innovative operations practices, this project intends to study the omnichannel operations strategies considering consumers are strategic in channel selections. In particular, we consider the firm’s strategy in information delivery and product fulfillment, along with the coordinating inventory decisions. We first derive three important factors in consumers’ decisions; namely, valuation uncertainty, availability uncertainty, and fulfillment convenience. Next, we show the interactions between the consumers’ strategic channel selection and the firm’s omnichannel operational decisions. We also summarize three typical omnichannel operations modes based on firms’ channel advantages. Accordingly, we conduct explicit investigations on the decisions to counteract the adverse impact of strategic consumer behavior, so as to cut the mismatch cost between the supply and the demand as well as to increase the profit performance. Last, we propose a decision framework for omnichannel retailing companies in planing their operational strategies. We conduct the research employing theoretical modeling analysis in general, and rational expectation equilibrium and stochastic inventory optimization in specific. The research outputs contribute to the theoretical studies in omnichannel retailing operations, meanwhile, offer guidance and suggestions on the merging of the digital economy and the real economy in the retailing industry.