Abstract: New retail can bring value to both e-commerce platforms and community retailers by utilizing online-offline synergies through omni-channel integration. This paper compares the optimal prices and profit of decision makers in the supply chain composed of e-commerce platforms and community retailers without the introduction of the ship-from-store (SFS) channel and with the introduction of the SFS channel, and discusses whether e-commerce platforms should introduce the SFS channel. The findings indicate that as the draw rate of the e-commerce platform increases, the e-commerce platform prefers to introduce the SFS channel; and as the cost of consumer patience increases, the e-commerce platform prefers to open the online channel only. When the number of community retailers increases or the proportion of consumers with low patience cost coefficients increases, the likelihood that e-commerce platforms and community retailers jointly prefer to introduce the SFS channel increases. When the e-commerce platform determines the sales price of the SFS channel or the operating cost of the community retailer is large, the community retailer prefers to open only offline channels, while the e-commerce platform prefers to introduce the SFS channel.

Key words: ship-from-store (SFS) channel, e-commerce platform, new retail operations, channel selection

摘要： 新零售能够通过全渠道整合发挥线上线下协同效应，为电商平台和社区零售商创造价值。针对由电商平台与社区零售商构成的供应链，通过对比引入与未引入“线上购买门店发货”渠道（ship-from-store，SFS）两种情形下决策者的最优价格及利润水平，探讨电商平台是否应当引入SFS渠道的问题。研究发现：电商平台抽成率的提高会促使其选择引入SFS渠道，而消费者耐心成本增加则使其更倾向于仅开设线上渠道；当社区零售商数量较多或耐心成本消费者比例上升时，电商平台和社区零售商更可能共同采纳SFS模式。此外，若电商平台决定SFS渠道销售价格，或社区零售商运营成本较高，则社区零售商倾向于仅保留线下渠道，而电商平台仍更偏好引入SFS渠道。

关键词: SFS渠道, 电商平台, 新零售运营, 渠道选择