考虑消费者有限理性退货决策的两阶段C2B电子商务供应链回购策略优化研究

doi:10.12005/orms.2017.0286

运筹与管理 ›› 2017, Vol. 26 ›› Issue (12): 53-60.DOI: 10.12005/orms.2017.0286

考虑消费者有限理性退货决策的两阶段C2B电子商务供应链回购策略优化研究

李健^1,2, 李琳琳¹, 史浩¹

1.天津理工大学管理学院,天津 300384;
2.天津大学管理与经济学部,天津 300072

收稿日期:2014-11-05 出版日期:2017-12-25
作者简介:李健(1963-)男,河北沧州人,教授,博士生导师,研究方向:供应链管理、生态供应链;李琳琳(1990-)女,山东威海人,硕士研究生,研究方向:供应链管理;史浩(1989-)男,浙江宁波人,硕士研究生,研究方向:供应链管理。
基金资助:
天津市高等学校创新团队培养计划资助(TD12-5013);天津市哲学社会科学规划资助项目(TJYY13035)

Repurchase Strategy Optimization Considering Consumers’ Bounded Rational Return Policy in the Two-stage C2B E-commerce Supply Chain

LI Jian^1,2, LI Lin-lin¹, SHI Hao¹

1.School of Management, Tianjin University of Technology, Tianjin 300384, China;
2.School of Management, Tianjin University, Tianjin 300072, China

Received:2014-11-05 Online:2017-12-25

摘要/Abstract

摘要： 文章研究两阶段C2B电子商务交易,重点研究有限理性的消费者的退货行为给供应链成员带来的影响,并进一步研究前一阶段中的退货行为对后阶段的销售影响,结果表明两阶段的最优退货抵偿不同,基于此对两阶段销售进行了协调研究,研究表明,制造商可以调节退货后的回购价格使两阶段销售得以协调。最后,运用数值算例验证了相关结论。

关键词: 供应链协调, C2B, 报童模型, 有限理性, 退货

Abstract: Based on the bounded rational behavior of consumers in e-commerce transactions, this paper studies two stage C2B e-commerce transactions, focusing on the impact of consumer's return behavior on supply chain members, and further researches the impact of the return of the previous stage of the sales on the latter stage. The results show that the two stages of return compensation is different, based on which the coordinated research of two stage sales is carried out. Studies have shown that manufacturers can adjust the repurchase price to reconcile two stage phase sales. Finally, numerical examples are used to verify the relevant conclusions.

Key words: supply chain coordination, C2B, newsboy model, bounded rationality, return policy

中图分类号:

李健, 李琳琳, 史浩. 考虑消费者有限理性退货决策的两阶段C2B电子商务供应链回购策略优化研究[J]. 运筹与管理, 2017, 26(12): 53-60.

LI Jian, LI Lin-lin, SHI Hao. Repurchase Strategy Optimization Considering Consumers’ Bounded Rational Return Policy in the Two-stage C2B E-commerce Supply Chain[J]. Operations Research and Management Science, 2017, 26(12): 53-60.

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考虑消费者有限理性退货决策的两阶段C2B电子商务供应链回购策略优化研究

Repurchase Strategy Optimization Considering Consumers’ Bounded Rational Return Policy in the Two-stage C2B E-commerce Supply Chain

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