Abstract：Omnichannel is a new retail model that has emerged in recent years. The omnichannel price regulation and channel integration issues considering coupon distributing have gained increasing attentions. Aiming at the omnichannel system that retailer simultaneously opens offline, pure online and BOPS (buy online, pick-up in-store) channels and offers coupons online, the formation conditions and market segmentation of different channel combinations are investigated through consumer utility, and the omnichannel integration strategies are explored through mathematical models. The results show that retailer price has positively correlated with coupon face value. When BOPS channel travel cost or purchase spillover is relatively high, BOPS channel price has negatively correlated with the coupon face value. Offline channel benefits from BOPS channel's coupon promotion and its total demand and profit will be higher. Retailer should attract the consumers who have a high travel costs with low price on pure online channel, and offer coupons with large face value on BOPS channel to attract the consumers who have a high purchasing spillover or product experience. The evolution rule of retailer profit within different parameters threshold are different. Retailer should design effective price-coupon combination and channel combination strategies based on consumer behavioral characteristics to increase revenue level.
李宗活, 杨文胜, 刘晓红, 司银元. 全渠道零售企业在线投放优惠券的渠道整合策略[J]. 系统工程理论与实践, 2020, 40(3): 630-640.
LI Zonghuo, YANG Wensheng, LIU Xiaohong, SI Yinyuan. Channel integration strategy for omnichannel retail enterprise with online coupon. Systems Engineering - Theory & Practice, 2020, 40(3): 630-640.
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2020, Vol. 40 
