基于战略顾客行为的零售商退货策略研究  

Retailer's return policy based on strategic consumer behavior

作　　者：张福利 张燕 徐小林[3] 

机构地区：[1]南京审计大学管理科学与工程学院,南京211815 [2]南京审计大学工商管理学院,南京211815 [3]南京大学商学院,南京210093

出　　处：《管理科学学报》2017年第11期100-113,共14页Journal of Management Sciences in China

基　　金：国家自然科学基金资助项目(71471085);江苏高校优势学科建设工程项目

摘　　要：基于理性预期和战略顾客行为,研究不确定需求条件下零售商的退货策略,着重关注下述四种退货策略:不接受退货、接受退货但不再销售退货产品、接受退货并在正常销售期再销售退货产品和接受退货并在折扣销售期再销售退货产品,哪一种退货策略能够成为零售商的最优退货策略.结果表明,当再处理成本较低时,接受退货并在正常销售期再销售退货产品为零售商的最优退货策略;当再处理成本较高时,不接受退货为零售商的最优退货策略.总之,当面临跨期理性决策的战略顾客时,只有在逆向渠道效率较高的情形下,接受退货并在正常销售期再销售退货产品才能给零售商带来更高的利润.This paper discusses the retailer＇ s return policy based on rational expectation and strategic consum- er behavior when demand is uncertain. It mainly studies which one of the following four return policies can be the optimal return policy for the retailer： not accepting returns, accepting returns during the normal sales peri- od and no resale, accepting returns and resale during the normal sales period, accepting returns during the normal sales period and resale in the discount sales period. It is found that when the reprocessing cost is rela- tively low, the retailer＇ s optimal return policy is to accept the returns and resell the retums during the normal sales period; if the reprocess cost is relatively high, the retailer＇ s optimal return policy is not to accept re- turns. In a word, when facing strategic consumers whose decisions are cross-time and rational, in order to get higher profits, the retailer should accept returns and resell returns during the normal sales period only when the reverse channel efficiency is relatively high.

关 键 词：不确定需求 不确定估价 战略顾客行为 理性预期均衡 退货策略 

分 类 号：F224[经济管理—国民经济] F274