不确定需求下全渠道运营退货策略  

Return Policies in Omnichannel Operations under Uncertain Demand

作　　者：杨道箭[1] 张秀杰[2] YANG Dao-jian;ZHANG Xiu-jie(College of Management and Economics, Tianjin University, Tianjin 300072, China;Zhonghuan Information College, Tianjin University of Technology, Tianjin 300380, China)

机构地区：[1]天津大学管理与经济学部,天津300072 [2]天津理工大学中环信息学院,天津300380

出　　处：《预测》2020年第2期84-89,共6页Forecasting

基　　金：教育部人文社会科学研究青年基金资助项目(19YJC630200);国家自然科学基金资助项目(71701149)。

摘　　要：在全渠道运营中,网上购物退货到实体店(Return-to-Store,RTS)策略正受到越来越多商家的关注。本文在不确定的市场需求环境下,构建零售商部分退款策略、全额退款策略以及全渠道运营RTS服务模型,并对RTS的价值进行理论建模研究;最后,通过数值算例,对不同退货策略下,零售商推出RTS服务的价值进行数值分析。所得结论有:推出RTS服务不一定总能为零售商创造增值利润,某些情形下,部分退款策略会优于RTS策略。零售商使用不同退货策略时,对实体店的库存安排也应与相应策略保持一致;其中RTS策略下实体店均衡库存量在三种退货策略中最小。In omnichannel retailing,the Return-to-Store(RTS)strategy is attracting increasing attention from more and more retailers.This paper builds models with a partial refund policy,a full refund policy,and RTS,respectively,under stochastic demand.Based on these models,our research analytically investigates the value of RTS.Additionally,we conduct numerical experiments to examine the value of RTS under various return policies.The results show that introducing RTS may not bring incremental profits for retailers;in some cases,the partial refund policy can outperform the RTS strategy.Moreover,retailers should set inventory quantities in the offline store in accordance with the product return policy that they choose.Among the three equilibrium stocking levels,the one with RTS is the lowest.

关 键 词：全渠道运营 退货策略 顾客策略行为 退货到实体店 

分 类 号：F274[经济管理—企业管理]