{"title":"Channel selection strategy: based on buy online and pick up in-store cooperation","authors":"Hao Li, Changhui Cao","doi":"10.1108/apjml-06-2023-0537","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>This paper investigates the buy online and pick up in-store cooperation (BOPSC) of online and offline retailers. Specifically, this study solves the following questions: (1) What is the impact of BOPSC on their optimal price and sales volume of products? (2) When should an online retailer and an offline retailer conduct the BOPSC strategy with each other?</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>The paper first establishes two game models to explore the equilibriums of online and offline retailers in non-BOPSC and BOPSC. Then the condition for online and offline retailers to implement BOPSC strategy are determined. Furthermore, the applicability of the BOPSC strategy is enhanced by incorporating numerical analysis.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>The study’s findings reveal that BOPSC strategy will not always beneficial to online and offline retailers, which depends on the total cost of online shopping and the product valuation of consumers. BOPSC strategy leads to the increase of prices and online orders, and the demand of offline retailer is eroded. Moreover, BOPS cooperation between different retailers is easier to achieve than omni-channel integration strategy. When the convenience difference between offline shopping and BOPSC pick-up is moderate, the effectiveness of BOPSC strategy can be improved.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>This study has the following two main contributions: Firstly, the authors investigate the effects of BOPSC strategy on the prices of online and offline retailers. The study results show that the BOPSC strategy alleviates price competition and promotes a win–win situation between online retailers and offline retailers. Secondly, this paper mainly studies the cooperative behavior between online and offline retailers and reveals the optimal conditions for online and offline retailers to adopt BOPSC strategy. It can help small- and medium-sized online and offline retailers to choose suitable products for BOPSC strategy, so as to achieve the purpose of increasing profit.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":"35 1","pages":""},"PeriodicalIF":3.9000,"publicationDate":"2024-02-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asia Pacific Journal of Marketing and Logistics","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/apjml-06-2023-0537","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Purpose
This paper investigates the buy online and pick up in-store cooperation (BOPSC) of online and offline retailers. Specifically, this study solves the following questions: (1) What is the impact of BOPSC on their optimal price and sales volume of products? (2) When should an online retailer and an offline retailer conduct the BOPSC strategy with each other?
Design/methodology/approach
The paper first establishes two game models to explore the equilibriums of online and offline retailers in non-BOPSC and BOPSC. Then the condition for online and offline retailers to implement BOPSC strategy are determined. Furthermore, the applicability of the BOPSC strategy is enhanced by incorporating numerical analysis.
Findings
The study’s findings reveal that BOPSC strategy will not always beneficial to online and offline retailers, which depends on the total cost of online shopping and the product valuation of consumers. BOPSC strategy leads to the increase of prices and online orders, and the demand of offline retailer is eroded. Moreover, BOPS cooperation between different retailers is easier to achieve than omni-channel integration strategy. When the convenience difference between offline shopping and BOPSC pick-up is moderate, the effectiveness of BOPSC strategy can be improved.
Originality/value
This study has the following two main contributions: Firstly, the authors investigate the effects of BOPSC strategy on the prices of online and offline retailers. The study results show that the BOPSC strategy alleviates price competition and promotes a win–win situation between online retailers and offline retailers. Secondly, this paper mainly studies the cooperative behavior between online and offline retailers and reveals the optimal conditions for online and offline retailers to adopt BOPSC strategy. It can help small- and medium-sized online and offline retailers to choose suitable products for BOPSC strategy, so as to achieve the purpose of increasing profit.
期刊介绍：
The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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