공급사슬망에서의 제조회사의 옴니채널전략: 소매회사들의 전략적 행동에 관한 사례
Omnichannel Strategies of a Manufacturer in a Supply Chain: Case Study of Retailers’ Strategic Behaviors
0
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
인터넷 등장으로 제조회사들이 자신의 웹사이트를 통해 직접 제품을 판매하는 경향이 나타나면서 기존 유통회사들 간의 갈등이 생기고 있다. 또한 소매회사들 역시 직접 웹사이트를 통해 제품을 판매함에 따라서 제조회사들에 대한 대응도 나타난다. 최근 소매회사들의 경우 소비자들이 온라인으로 제품을 주문하고 직접 오프라인매장에서 제품을 찾아가는 형태의 배송전략이 생겼다. 또한 제조회사들도 온라인에서 제품을 주문할 경우 기존 소매회사의 매장에서 제품을 직접 찾아갈 수 있는 옴니채널도 가능하게 되었다. 이렇듯, 제조회사 및 소매회사는 직접 온라인채널을 통해 판매하는 전략과 기존 오프라인 채널을 통해서 판매하는 복수채널의 양상이 두 채널간의 협력형태로 진화하는 옴니채널전략이 등장하고, 동시에 인터넷은 제조회사와 소매회사간의 새로운 형태의 채널갈등 현상을 발생시킬 수 있기 때문에 이에 관한 사례 및 이론적 분석이 필요하게 되었다. 본 연구는 공급사슬망에서 제조회사와 유통회사간 협상력의 크기에 따라 제조회사의 옴니채널전략을 사례 분석을 중심으로 살펴보고자 한다. 공급사슬망에서 제조회사가 소매회사에 비해 시장지배력(혹은 자신의 오프라인 소매점 갯수)의 크기에 따라 제조회사의 기존 유통 전략 및 옴니채널전략이 어떻게 달라질 수 있는지에 대한 시사점을 제공하고자 한다. 예를 들어 소매회사가 힘이 약할 때 제조회사에 대응하기 위해 직접 온라인 판매채널, 옴니채널 전략을 취할 수 있고, 제조회사가 상대적으로 힘이 약할 때 기존 유통망을 철수하고, 직접 온라인 직접 채널 혹은 옴니채널전략도 취할 수 있기 때문이다.
Abstract
With the advent of the Internet, the tendency of manufacturers to sell products directly through their own websites result in conflicts between existing distribution companies. In addition, retail companies also sell products directly through websites responses to manufacturers’ direct selling. In the case of recent retail companies, a delivery strategy in the form of consumers ordering products online and directly picking-up products at offline stores has emerged. In addition, when consumers order products manufacturers’ online websites, omni-channels have become possible, allowing them to pick up products directly at retailers' stores. Manufacturers and retail companies have a strategy of selling through direct online channels and an omni-channel strategy in which the aspect of multiple channels selling through existing offline channels evolves into a form of cooperation between the two channels. Thus, case studies and theoretical analysis are needed because it can lead to a new type of channel conflict in a supply chain network. This study aims to provide some business implications on the omni-channel strategy of manufacturers according to the level of bargaining power between manufacturers and retail companies in a supply chain network. This paper discusses how a manufacturer's existing distribution strategy can differ depending on the size of its market dominance (or the number of its own retail brances) compared to retail companies. For example, when a retail company is weak, it can take an omnichannel strategy to respond to a manufacturer strategy, and when a manufacturer is relatively weak, it is possible to withdraw the existing distribution network and focuse on omnichannel strategy.
참고문헌 (45)
- "대형마트, 온-오프라인 시너지로 체질 개선 잰걸음" (2011)[URL]
- "3 reasons why manufacturers and distributors should embrace BOPIS" (2019)[URL]
- "BOPIS-The Retail Saviour offering goodness of online, offline" (2017)[URL]
- Bakos, Y., "The Emerging Landscape for Retail E-Commerce", Journal of Economic Perspectives, 15(1), pp.69~80 (2001)
- "BOPIS Strategy In Retail and eCommerce With Examples" (2020)[URL]
- "Mobile and BOPIS sales bring in big bucks for the 2018 online holiday season" (2018)[URL]
- Bernon, M., "Online Retail Returns Management: Integration within an Omni-channel Distribution Context", International Journal of Physics Distribution Logistics Management, 46(6, pp.7) (2016), 584~605
- Brynjolfsson, E., "Competing in the Age of Omnichannel Retailing", MIT Sloan Management Review, 54(4), pp.23~29 (2013)
- "The Pros and Cons of Manufacturers Selling Directly to Consumers" (2019)[URL]
- Chun, S. -H., "Hybrid Marketing Channel Strategies of a Manufacturer in a Supply Chain: Game Theoretical and Numerical Approaches", Information Technology and Management, 20, pp.187~202 (2019)
- "50+ Stores Offering Free In-Store Pickup" (2020)[URL]
- "BOPIS in Retail: Acing Omnichannel Fulfillment" (2020)[URL]
- Gallino, S., "Integration of Online and Offline Channels in Retail : The Impact of Sharing Reliable Inventory Availability Information", Management Science, 60(6), pp.1434~1451 (2014)
- Huang, M., "Impact of Buy-Online-and-Return-in-Store Service on Omnichannel Retailing : A Supply Chain Competitive Perspective", Electronic Commerce Research and Applications, 41(3), pp.1~47 (2020)
- "In-store pickup is the 'cure for the store'" (2017)[URL]
- (2021)[URL]
- Kim, J. -C., "Cannibalization and Competition Effects on a Manufacturer's Retail Channel Strategies: Implications on an Omni-channel Business Model", Decision Support Systems, 109, pp.5~14 (2018)
- "Buy-online-and-pick-up-in-store in omnichannel retailing" (2019)[URL]
- "Omnichannel Retailing a Priority for Retailers in 2019" (2019)[URL]
- "Buy Online Return In Store (BORIS) and Buy Online Pickup In Store (BOPIS): The Two Acronyms All Small Businesses Should Know" (2015)[URL]
- "Holiday 2020 Insights" (2020)[URL]
- "China’s iconsumer 2015: a growing appetite for choice and change" (2015)[URL]
- "NRF study says more online shoppers want free shipping" (2019)[URL]
- "2018 consumer returns in the retail industry" (2018)[URL]
- "BOPIS: Understanding theGrowth and Impact of Omnichannel Fulfillment" (2021)[URL]
- "BOPIS, fueled by the 2020 pandemic, has permanently changed retail" (2020)[URL]
- "Cutting the Middleman: The Growth of Direct-to-Consumer" (2018)[URL]
- "How E-Commerce Improves the Brick and Mortar Shopping Experience:Explaining the Post-2002 Slowdown" (2018)[URL]
- "16 online retailers that offer fast and free in-store and curbside pickup — including Target, Walmart, Best Buy, Neiman Marcus, and more" (2020)[URL]
- "The Future of Retail: What is Omnichannel Retailing?" (2019)[URL]
- "How Manufacturers Use Online Retail to Sell Directly to Consumers" (2020)[URL]
- "US ecommerce sales jump 37% in Q3" (2020)[URL]
- "The Future of Fulfillment Vision Study" (2018)[URL]