在全渠道背景下探讨企业实施BOPS (buy online and pick up in store)模式的最佳市场条件, 对比并分析了企业不同销售模式下的最优策略选择, 探讨了企业的市场占有规模、消费者对服务的敏感性以及BOPS类消费者比例对实施BOPS 模式的影响, 最后采用相关数据进行模拟分析. 结果表明, 企业实行BOPS模式取决于市场中消费者的服务敏感性、BOPS规模以及线上零售规模: 当消费者服务敏感性较高且线上零售规模较大或BOPS类消费者人数较多时, 企业实施BOPS更为有利: 在BOPS模式下, 产品最优价格以及线下服务水平不仅与市场规模、产品成本有关, 同时与消费者的体验敏感性以及额外消费的能力紧密相关.

This paper explored the best market situation and time for corporations to implement BOPS (buy online and pick up in store) under the background of omni-channel, and then discussed the optimal price-service strategies, Subsequently, it analyzed the impact of corporations market size, consumer service sensitivity and the scale of BOPS on business decisions and overall revenue. Finally, we used the data for empirical analysis. The result showed that, whether corporations adopt the BOPS depends on consumers' service sensitivity degree, the scale of BOPS and online retailing: Whether the sensitivity and the proportion of online consumers are high or the the number of BOPS consumers is large, it is more advantageous for corporations to implement BOPS. Moreover, corporations should not only consider the market scale and production cost but also should have a precise orientation of consumers' experience sensitivity and the willingness to additional consumption when making the price and service strategies.