考虑产品体验性的零售商最优退货策略决策  

Optimal return policies for retailers based on product experience

作　　者：鲁芳 陈正雄[2] 何波[3] LU Fang;CHEN Zhengxiong;HE Bo(Hunan Intelligent Logistics Key Laboratory,Central South University of Forestry&Technology,Changsha 410004,China;School of Business,Hunan University of Technology,Zhuzhou 412007,China;School of Economics and Business Administration,Chongqing University,Chongqing 400044,China)

机构地区：[1]中南林业科技大学湖南省智慧物流重点实验室,湖南长沙410004 [2]湖南工业大学商学院,湖南株洲412007 [3]重庆大学经济与工商管理学院,重庆400044

出　　处：《管理工程学报》2023年第4期135-143,共9页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71901226);湖南省自然科学基金资助项目(2018JJ3131)。

摘　　要：随着全渠道经营模式的普及,零售企业为了提高产品的体验度,减少体验型产品的退货率,须根据产品特性采取不同的退货策略以提高利润。为此,本文研究了消费者体验偏好对零售商最优退货策略的选择问题,并构建了不接受退货、接受退货且不再销售退货产品、接受退货并再销售退货产品三种退货策略下考虑产品体验性的零售商预期利润函数模型。本文通过最优化方法求解了三种退货策略下零售商的最优定价以及最优利润解析解,最后利用数值比较了产品体验性和消费者体验偏好程度分别对三种退货策略下的定价、平均订货量和最优利润的决策影响。研究结论表明:消费者的偏好以及产品的体验性对零售商选择的退货策略均会产生影响,但是消费者的体验偏好不会改变产品体验性对零售商的定价、订货以及利润的影响。本文的研究结论可以给零售商在全渠道背景下有效选择退货策略以满足消费者异质性需求提供决策支持。problem model,how the retailer chooses their return strategy under the dual-channel model is explored.This research first divides consumer experience preferences into two categories:complete off-line experience preferences and incomplete off-line experience preferences.For these two types of consumers,the retailer expected profit function models include those that do not accept returns(NAR),accept return and no longer sell returned products(ARNR),and accept returns and sell returned products(ARR)are constructed using a rational expectation equilibrium.Six scenarios in which two types of consumer experience preferences and three return strategies are solved by optimization methods also find the optimal pricing,ordering level,and optimal profit for the retailer.Finally,this work compares the effects of product experience and consumer experience preference on pricing,average order volume,and optimal profit under three return strategies(NAR),ARNR,ARR,respectively.When consumers prefer a fully off-line experience,the retailer has only one best price and order volume under three return strategies;to earn greater profit for the retailer,the greater the product experience,the higher the retailer price should be,and the price of ARR exceeds that under NAR which,in turn,exceeds that under ARNR;the higher the product experience,the greater the amount that should be ordered;the ordering under NAR will be the highest regardless of product experience;product experience affects the retailer′s profit,and the retailer earns the highest profit with ARR under the same product experience.When consumers prefer an incomplete off-line experience,the retailer has only one best price and order volume under the three return strategies.For higher profits,regardless of the return strategy,the stronger the product experience,the higher the retailer′s price;when the product experience is high,consumer channel transfer has little effect on the ARNR return strategy.When the product experience is low,consumer channel transfer has a significa

关 键 词：退货策略 产品体验性 消费者偏好 

分 类 号：F272[经济管理—企业管理]