多渠道供应链中的跨渠道退货服务策略研究

doi:10.12005/orms.2019.0027

运筹与管理 ›› 2019, Vol. 28 ›› Issue (2): 16-22.DOI: 10.12005/orms.2019.0027

多渠道供应链中的跨渠道退货服务策略研究

罗美玲^1,2, 李刚²

1. 成都理工大学管理科学学院,四川成都 610059;
2. 西安交通大学管理学院,陕西西安 710049

收稿日期:2017-01-18 出版日期:2019-02-25
作者简介:罗美玲(1986-),女,湖南永州人,讲师,博士,研究方向:供应链管理、多渠道营销管理等。
基金资助:
国家自然科学基金青年科学基金项目(71701025);国家自然科学基金资助项目(71832011)

Cross-channel Consumers Return in a Multi-channel Supply Chain

LUO Mei-ling^1,2, LI Gang²

1. College of Management Science, Chengdu University of Technology, Chengdu 610059, China;
2. School of Management, Xi'an Jiaotong University, Xi'an 710049, China

Received:2017-01-18 Online:2019-02-25

摘要/Abstract

摘要： 考虑在一个多渠道供应链结构中,零售商同时拥有实体店和网店,制造商开设直营网店且通过双渠道零售商销售产品。考虑消费者的无产品质量退货现象,研究了双渠道零售商为消费者提供跨渠道退货服务的多渠道整合问题。揭示了零售商愿意提供跨渠道退货服务的条件,探讨了跨渠道退货服务策略对市场均衡的影响,并且构建了制造商和零售商之间基于横向合作处理消费者退货的供应链机制,以改善双方的利润。

关键词: 供应链管理, 多渠道供应链, 跨渠道退货, 多渠道整合, 无缺陷退货

Abstract: In a two-stage supply chain with a manufacturer and a dual-channel retailer, the retailer has both the online and offline channels, and the manufacturer sells its products to the customer through both the retailer's dual-channel and its direct online channel. We investigate the cross-channel product return service of “Buy online, return in-store” provided by the retailer with false failure returns. Firstly, the condition that the retailer is willing to provide the cross-channel return service for consumers is explored. Secondly, the influence of “buy online, return in-store” on the market equilibrium is examined. Moreover, we propose a horizontal cooperation mechanism between the manufacturer and the retailer for dealing with consumers' return, in order to improve the profits of both the manufacturer and retailer.

Key words: supply chain management, multi-channel supply chain, cross-channel return, multi-channel integration, false failure returns

中图分类号:

C931

罗美玲, 李刚. 多渠道供应链中的跨渠道退货服务策略研究[J]. 运筹与管理, 2019, 28(2): 16-22.

LUO Mei-ling, LI Gang. Cross-channel Consumers Return in a Multi-channel Supply Chain[J]. Operations Research and Management Science, 2019, 28(2): 16-22.

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多渠道供应链中的跨渠道退货服务策略研究

Cross-channel Consumers Return in a Multi-channel Supply Chain

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