基于不同市场结构的平台卖家退货运费险提供策略研究  

Research on Online Sellers’ Return Freight Insurance under Different Market Structure

作　　者：付文文 朱丹霞[2] 浦徐进 FU Wenwen;ZHU Danxia;PU Xujin(School of Business,Jiangnan University,Wuxi 214122,China;School of Tourism Management,Wuxi Vocational Institute of Commerce,Wuxi 214153,China)

机构地区：[1]江南大学商学院,江苏无锡214122 [2]无锡商业职业技术学院旅游管理学院,江苏无锡214153

出　　处：《物流科技》2021年第5期44-49,共6页Logistics Sci-Tech

基　　金：江苏省研究生科研与实践创新计划项目(SJCX20_0787);国家自然科学基金面上项目(71371086)。

摘　　要：考虑不同市场结构的情形下,构建了由卖家、电商平台和消费者组成的供应链,研究了平台卖家的退货运费险提供策略。研究结果表明:(1)在垄断市场结构下,卖家不倾向于对消费者提供退货运费险,但是在退货率较高时,卖家可以通过提供退货运费险来降低一部分损失。(2)在竞争市场结构下,当退货率较低或较高时,卖家的退货运费险提供策略不受竞争对手的影响;当退货率适中时,卖家会选择与竞争对手相反的策略。(3)若退货率较低或较高,竞争对手的退货运费险提供策略对于卖家在不同的市场结构下的策略没有影响;若退货率适中,卖家会根据市场结构的变化来调整自身的退货运费险提供策略。In this study, we explore the strategy of online sellers’ return freight insurance under different market structure. The results show that aim to investigate how the competitive suppliers choose the e-commerce platform sales mode. The results show that the seller is not inclined to provide return freight insurance(RFI) to consumers under the monopoly market structure, but the seller can reduce part of the loss by providing RFI when the return rate is high. The seller’s RFI strategy will not be affected by the competitors under the competitive market structure when the return rate is low or high;the seller will choose the opposite strategy to the competitor when the return rate is moderate the competitor’s RFI policy has no effect on the seller’s strategy under different market structure when the return rate is low or high;the seller will adjust his RFI strategy according to the changes of market structure when the return rate is moderate.

关 键 词：退货运费险 垄断市场结构 竞争市场结构 

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