线上销售渠道下平台零售商的退货策略选择研究  

Research on the Choice of Platform Retailers’Return Strategy under Online Sales Channels

作　　者：胡振华[1] 舒行钢 HU Zhen-hua;SHU Xing-gang(Business School,Central South University,Changsha 410083,China)

机构地区：[1]中南大学商学院,湖南长沙410083

出　　处：《湖南大学学报（社会科学版）》2021年第2期45-56,共12页Journal of Hunan University(Social Sciences)

基　　金：国家自然科学基金重点项目:经济新常态下的国家金属资源安全管理及其政策研究(71633006)。

摘　　要：在平台零售商是否考虑提供退货政策及是否为消费者提供退货险的问题的基础上,本研究设计了平台零售商不提供退货政策的基准模型,然后在考虑平台零售商提供退货政策的情形下,设计了平台零售商是否为消费者提供免费退货险的模型,最后再考虑消费者是否自己购买退货险的情形。研究表明,当消费者单位产品的退货费用较低时,平台零售商应该提供退货政策。消费者应该选择可提供退货服务平台零售商的产品进行购买,但不需要考虑平台零售商是否提供免费退货保险,自己也不用考虑是否购买退货险。就购买退货险来说,最优策略并不取决于购买保险的是平台零售商还是消费者。研究结果不仅为退货险与退货策略相结合的机制研究提供了理论支持,而且对实践具有指导意义。This paper designs a baseline scenario model where platform retailers do not provide return policies,and then considers whether to provide consumers with free return insurance models when platform retailers provide return policies,and finally consumers consider whether to purchase turn insurance by themselves.The results of the study indicate that when the consumer’s unit product return fee is low,platform retailers should provide a return policy.Consumers should choose to purchase products from platform retailers that provide return services.However,they do not need to consider whether platform retailers provide free return insurance,nor do they need to consider whether to purchase return insurance.Finally,for the purchase of return insurance,the optimal strategy does not depend on whether the insurance is purchased by the platform retailer or the consumer.The research results not only provide theoretical support for the research on the mechanism of combining return insurance and return strategy,but also have guiding significance for practice.

关 键 词：线上销售 平台零售商 退货策略 退货险 

分 类 号：F272[经济管理—企业管理]