B2C零售商退货渠道策略研究

doi:10.12005/orms.2019.0282

运筹与管理 ›› 2019, Vol. 28 ›› Issue (12): 130-136.DOI: 10.12005/orms.2019.0282

B2C零售商退货渠道策略研究

赵菊^1,2,3, 张强¹, 程薇嘉¹

1. 合肥工业大学管理学院,安徽合肥 230009;
2. 教育部过程优化与智能决策教育部重点实验室,安徽合肥 230009;
3. 智能决策与信息系统技术教育部工程研究中心,安徽合肥 230009

收稿日期:2018-12-01 出版日期:2019-12-25
作者简介:赵菊(1979-),女,安徽怀远人,博士,合肥工业大学副教授,硕士生导师;张强(1994-),男,安徽宣城人,合肥工业大学硕士生;程薇嘉(1995-),女,江西景德镇人,合肥工业大学硕士生。
基金资助:
国家社会科学基金一般项目(18BGL265)

Research on B2C Retailer Return Channel Strategy

ZHAO Ju^1,2,3, ZHANG Qiang¹, CHENG Wei-jia¹

1. School of Management, Hefei University of Technology, Hefei 230009, China;
2. Key Laboratory of Process Optimization and Intelligent Decision-making, Ministry of Education, Hefei 230009, China;
3. Ministry of Education Engineering Research Center for Intelligent Decision-Making & Information System Technologies, Hefei 230009, China

Received:2018-12-01 Online:2019-12-25

摘要/Abstract

摘要： 基于全渠道环境下,考虑B2C零售商提供全额退款保证,建立了同渠道退货策略和全渠道退货策略下的博弈模型,研究B2C零售商的退货渠道策略选择问题。结果表明,全渠道退货策略下,B2C零售商总是会实施高价策略,且当消费者线上退货损失较大时,最优定价随着消费者线上退货损失递增,反之递减;当B2C零售商实体店退货产品处理成本较小时,全渠道退货策略能有效增加消费者需求,实施全渠道退货策略是占优的;从消费者的角度看,当产品匹配率和消费者线上退货损失较高时,B2C零售商将会实施全渠道退货策略。

关键词: 退货策略, 全额退款保证, 实体店退货, 定价

Abstract: Based on the omni-channel environment, we consider the B2C retailer to provide a full refund guarantee, establish a game model under the same channel return strategy and omni-channel return strategy, and study the retailer return channel strategy selection problem. The results show that under the omni-channel return strategy, retailers always implement high-price strategies, and when consumers return losses with the same channel is high, the optimal pricing will increase with the return of consumers with the same channel, and vice versa; when retailer return in store product processing cost is small, the omni-channel return strategy can effectively increase consumer demand, and the implementation of the omni-channel return strategy is dominant; from the consumer’s point of view, when the product match rate and the consumer’s same channel return loss are at a higher level, retailers will implement an omni-channel return strategy.

Key words: return policy, full money back guarantee, return in store, pricing

中图分类号:

F272.3

赵菊, 张强, 程薇嘉. B2C零售商退货渠道策略研究[J]. 运筹与管理, 2019, 28(12): 130-136.

ZHAO Ju, ZHANG Qiang, CHENG Wei-jia. Research on B2C Retailer Return Channel Strategy[J]. Operations Research and Management Science, 2019, 28(12): 130-136.

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B2C零售商退货渠道策略研究

Research on B2C Retailer Return Channel Strategy

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