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【明理讲堂2022年第6期】1-12清华大学经济管理学院梁湧副教授:Offline Channel Planning in Omni-channel Retailing





梁湧,目前任职于清华大学经济与管理学院,管理科学与工程系。博士毕业于UC Berkeley的工业工程与运筹学专业,硕士与本科分别毕业于Purdue University和清华大学,获得核工程和工程物理硕士与学士学位。13-14曾任职于Google公司负责数据中心优化。目前研究兴趣包括数据驱动优化理论;优化理论以及其在运营管理中的应用;动态机制设计等。


Problem definition: Observing the retail industry inevitably evolving into omnichannel, we study an offline-channel planning problem that helps an omnichannel retailer make store location and location-dependent assortment decisions in its offline channel to maximize profit across both online and offline channels, given that customers’ purchase decisions depend on not only their preferences across products but also, their valuation discrepancies across channels, as well as the hassle costs incurred. Academic/practical relevance: The proposed model and the solution approach extend the literature on retail-channel management, omnichannel assortment planning, and the broader field of smart retailing/cities.

Methodology: We derive parameterized models to capture customers’ channel choice and product choice behaviors and customize a corresponding parameter estimation approach employing the expectation-maximization method. To solve the proposed optimization model, we develop a tractable mixed integer second-order conic programming reformulation and explore the structural properties of the reformulation to derive strengthening cuts in closed form.

Results: We numerically validate the efficacy of the proposed solution approach and demonstrate the parameter estimation approach. We further draw managerial insights from the numerical studies using real data sets. Managerial implications: We verify that omnichannel retailers should provide location-dependent offline assortments. In addition, our benchmark studies reveal the necessity and significance of jointly determining offline store locations and assortments, as well as of incorporating the online channel while making offline-channel planning decisions.