节日营销阵发效应下电商退换货服务定价与订货策略研究  

Return Service Pricing and Ordering Strategies in Online Retailing under the Burst Effect of Holiday Marketing

作　　者：田宇[1] 孙红英[1,2] 金彤丹 

机构地区：[1]中山大学管理学院,广东广州510275 [2]仲恺农业工程学院计算科学学院,广东广州510225 [3]美国德克萨斯州立大学工业工程系,美国圣马科斯tx78666

出　　处：《预测》2018年第1期75-80,共6页Forecasting

基　　金：国家自然科学基金资助项目(71172162;71462008)

摘　　要：本文针对节日营销阵发效应引发市场需求不确定性新特点,把退换货服务投入成本量化为退换货服务价格,将商品销售价格和退换货服务价格同时作为决策变量考虑定价订货策略,改进了电商收益最大化模型,研究了节日营销阵发效应下电商退换货服务价格与订货策略最优平衡关系。研究可为电商节日营销制定最优服务价格和订货策略提供指引。Under the burst effect of holiday marketing and the uncertainty characteristics of market demand,the return service cost is quantified as the return service price,the selling price and return service price are considered as decision variables,the profit maximization model is improved. This paper studies the balance between return service price and the optimal ordering strategy with burst effect of holiday marketing and could provide guidance for formulating the service price and the optimal ordering strategy in holiday marketing.

关 键 词：节日营销 阵发效应 服务定价 退换货策略 

分 类 号：F224.3[经济管理—国民经济]