Korean Management Science Review (경영과학)

The Korean Operations Research and Management Science Society (한국경영과학회)
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A Study on Online Channel Integration in Offline Shops

오프라인 매장에서의 온라인 채널 통합 운영방안에 관한 연구

  • 등문청 (CJ프레시웨이 청도법인) ;
  • 서용원 (중앙대학교 경영경제대학 경영학부)
  • Received : 2016.10.26
  • Accepted : 2016.12.16
  • Published : 2016.12.31
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Abstract

Due to recent proliferation of the mobile shopping channels, customers increasingly tend to purchase using online channel while experiencing physical products in offline shops. This phenomenon requires traditional offline retailers to consider integrating online channels. In this study, we propose strategic options for the traditional offline retailers regarding the online channel integration, and provide corresponding decision models to maximize the expected profits. We also investigate how the strategic options vary with the product characteristics, by categorizing the products based on inventory cost, demand uncertainty, and fitness to the online channels. By analyzing numerical examples we illustrate how the best online channel integration strategy should be differentiated depending on the product categories.

Keywords

References

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