在线零售商盈利能力及其退货策略研究  

Research on Profitability and Return Policy of Online Retailers

作　　者：单汨源[1] 江黄山 刘小红[1] 

机构地区：[1]湖南大学工商管理学院,湖南长沙410082

出　　处：《华东经济管理》2016年第11期123-128,共6页East China Economic Management

基　　金：国家自然科学基金项目(70971036);国家社会科学基金后期资助项目(13FGL005)

摘　　要：在线零售商盈利能力及其退货研究是目前热点研究领域。在退货运费险环境下在线零售商可以提供三种退货策略:不提供退运险服务、赠送退货运费险、消费者购买退货运费险。文章通过构建数学模型并对比分析了三种退货策略下在线零售商的盈利能力,证明了在线零售商提供退货运费险服务能提高盈利能力。研究发现在线零售商可通过提高定价转移或者分散由退货运费险增加的成本,同时也证明了退货越宽松退货率越高。文章就在线零售商的定价和退货策略决策提出建议,研究成果对提高其盈利能力有一定指导意义。At present,the research on profitability of online retailers and return issues has become a hot field. In the contextof product return freight insurance,online retailers can offer three types of return policies：return freight insurance unavailable;free of product return freight insurance and consumer-paid product return freight insurance. Based on the constructionof mathematical models,this paper contrasts and analyzes the profitability of online retailers under the above three policiesand demonstrates that offering product return freight insurance can increase the profitability. The research also shows that theincrease of cost caused by product return freight insurance can be transferred or dispersed by raising prices. Moreover,thelooser the return policies are,the higher the return rate grows. Accordingly,the paper puts forward suggestions on pricing andreturn policy of online retailers,which have a certain guiding significance on improving profitability.

关 键 词：退货运费险 盈利能力 在线零售商 退货策略 

分 类 号：F713.32[经济管理—产业经济] F713.36