基于退货政策的双渠道零售商定价和策略研究  

Pricing and strategies for dual channel retailers based on return policy

作　　者：刘健[1] 印蓉蓉 杨朋辉 孙心玥 Liu Jian;Yin Rongrong;Yang Penghui;Sun Xinyue(College of Economics and Management,Nanjing University of Science and Technology,Nanjing,210094,China)

机构地区：[1]南京理工大学经济管理学院

出　　处：《南京理工大学学报》2020年第1期107-116,共10页Journal of Nanjing University of Science and Technology

基　　金：国家自然科学基金(71671092);国家重点研发计划政府间国际科技创新合作重点专项项目(2016YFE0108000);江苏省博士后科研资助计划项目(1501040A)

摘　　要：为了确定双渠道零售商是否应该对顾客开通退货服务,何时开通退货服务,是否应该通过支付额外的费用与制造商之间达成退货协议,何时应达成退货协议等问题,首先针对线下和线上零售商分别构建不同策略下的需求和利润模型,基于利润最大化求解零售商的最优定价和利润,在此基础上,基于不同渠道的顾客退货概率提出相应的最优策略。研究发现,零售商是否与制造商签订退货协议与市场分割参数无关,而与退货率有关,此外,线上渠道应提供更详细的商品描述以降低商品的不确定性,从而减少退货率,线下渠道应提高服务水平以增加市场占有率。研究对于分散式双渠道零售商退货策略的选择和定价决策具有重要的指导意义和科学参考价值。In order to study whether dual channel retailers should provide return service to customers,and when the dual channel retailers should provide return service,and whether retailers should sign a return agreement with manufacturers by paying additional cost and when retailers would like sign this agreement,this paper builds corresponding profit models for offline and online channels respectively.Based on the profit maximization,the optimal pricing and profit of retailers are solved.The corresponding optimal strategies are proposed based on the probability of customer returning goods from different channels.The research results show that whether retailers sign return agreements with manufacturers has no relationship with market segmentation parameters,however,that will be impact with the return rate.In addition,online channels should provide more detailed product descriptions to reduce the uncertainty of products to reduce the return rate.Offline channels should improve service level to increase market share(i.e.,market segmentation).This study provides significance and scientific insights for the selection of return strategy and pricing decision of distributed dual channel retailers.

关 键 词：双渠道 退货策略 利润 定价 优化 

分 类 号：F274[经济管理—企业管理]