Based on the"Buy-Online-and-Pick-up-in-Store"policy proposed by some corporations that actualize channel-integration strategy,this paper constructs and compares the BOPS model with traditional dual channel in both centralized and decentralized contexts.Moreover,this paper explores whether it is always beneficial for com-panies to introduce BOPS on the basis of dual channel,and analyzes the impact of traditional-consumer proportion and degree of consumers' service sensitivity.The results show that, first, whether corporations adopt the BOPS mode or not depends on the size of BOPS-consumer and consumers' service sensitivity degree;second,it is more favorable for BOPS manufacturers when consumers' real motive of BOPS behavior is to experience the offline service;and finally,corporations should not only consider the production and service cost but also have a precise understanding and orientation of consumers' service sensitivity when making the price and service strategies.%针对企业线上线下渠道融合战略中提出的BOPS(buy-online-and-pick-up-in-store)模式,在集中式和分散式两情境下分别构建并对比了BOPS和传统双渠道模型,探讨了在传统双渠道基础之上引入BOPS服务是否对企业而言总是有好处的,并分析了传统型消费者占比和消费者的服务敏感性程度对企业实施BOPS的影响.研究表明,企业是否在传统双渠道模式基础上增设BOPS服务,取决于市场中传统型消费者占比规模(即偏好传统零售的消费者)以及各类型消费者对线下服务的敏感性程度;BOPS模式下,当消费者BOPS行为的真正动机是出于欲体验线下零售服务时,对实施BOPS的制造商企业而言更为有利;同时,企业的产品定价和线下服务水平不仅需要考量生产、服务成本,同样需对消费者的服务敏感性有准确的了解和定位.
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