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

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