基于顾客现状偏好的供应链无理由退货策略  

A Research on the Return Policy without Reason in Supply Chain Based on Consumer Status Quo Bias

作　　者：姜宏[1] 齐二石[1] 杨道箭[1] 霍艳芳[1] 

机构地区：[1]天津大学管理与经济学部,天津300072

出　　处：《工业工程》2012年第1期33-38,共6页Industrial Engineering Journal

基　　金：国家自然科学基金资助项目(70971095)

摘　　要：首次将顾客现状偏好因素引入到供应链无理由退货策略中,主要研究了当制造商和零售商之间存在回扣契约或销售折扣契约时,供应链及其成员的最优无理由退货策略问题。文中通过对供应链无理由退货策略进行建模分析,分别得出了在不同契约中供应链整体和零售商的最优退货价格以及二者的双边际效益情况,并且发现了部分契约可以通过调整契约参数来消除这种矛盾边际效益现象,以此来实现供应链的协调。In this paper, the issue of the return policy without reason （RPWR） in a supply chain is dis- cussed and, for the first time, consumer status quo bias is taken into account. The supply chain concerned is composed of a manufacturer and a retailer and there is a contract of buy-back or sales-rebate between the manufacture and the retailer. The objective is to pursue an optimal RPWR for both the supply chain and its members. A mathematical model is developed for the problem. With the model, the optimal refund for both the supply chain and the retailer under different contracts is found. Also, the double marginal utility between the retailer and supply chain is analyzed. It is found that contradictory phenomena in some contracts can be eliminated by adjusting the contractual parameters so as to coordinate the supply chain.

关 键 词：顾客行为 现状偏好 无理由退货策略 供应链 

分 类 号：F252[经济管理—国民经济]