网购偏好和零售服务影响闭环供应链的销售及回收策略研究  

The Economic and Environmental Performance of Closed-Loop Supply Chain Considering Online Shopping Preference and Offline Retail Service

作　　者：秦晓彤 牟宗玉 储涛 钟永光[1] Qin Xiaotong;Mu Zongyu;Chu Tao;Zhong Yongguang(School of Business,Qingdao University,Qingdao 266071,China)

机构地区：[1]青岛大学商学院,山东青岛266071

出　　处：《中国管理科学》2024年第1期187-199,共13页Chinese Journal of Management Science

基　　金：国家自然科学基金项目(71974104)。

摘　　要：针对越来越多的消费者选择网络购物而线下零售商提供零售服务应对网络直销平台竞争的现状,本文分别以零售商和制造商回收废旧品进行再制造活动的闭环供应链为对象,利用消费者效用选择理论,构建了含线下零售和网络直销的双销售渠道闭环供应链的决策模型。研究发现:(1)在零售商或制造商回收系统中,消费者的网购偏好不大时,制造商仅开通线下零售渠道;随着消费者的网购偏好增加,制造商为获取最大利润应开通网络直销渠道,消费者的网购偏好较大时,制造商有可能关闭线下零售渠道,但会受服务质量和服务成本关于服务水平敏感程度影响。(2)仅运营线下零售渠道系统时,选择零售商回收为占优策略;仅运营网络直销或双销售渠道系统时,制造商回收为占优策略。In recent years,online shopping,mode of“Internet+service”,mode of online and offline integra⁃tion are becoming the dominate trends of new consumption industry,whose thriving development are playing an important role in safeguarding people's livelihood,unleashing consumption potential,stabilizing economic growth,and becoming one of the most important accelerators for high-quality economic development.As online shopping is increasingly preferred by consumers,the offline retailers tend to provide retail services in response to the competition among those online direct selling platforms.Therefore,this research aims to examine how the customers’preference for online shopping and retail services affect selling and recovery strate⁃gies in close-loop supply chains.Moreover,a decision model is built for a close-loop supply chain with dualchannels of offline retailing and online direct selling by applying consumer utility theory for a close-loop supply chain in which regarding the activity of managing used products for remanufacturing by retailers and manufactur⁃ers respectively as targets.By comparing the calculation results of different close-loop supply chain decision models,the optimal sales and recovery strategies are derived,and then the correctness of the results is verified by empirical analysis.It is found that:(1)The customers’preferences for online purchase behavior is one of the main factors that would lead to a huge impact on the sales strategy of those manufacturers in the close-loop supply chain,which is known as its dual selling strategy on the retailer recycling and manufacturer recycling.For example,when consumers have a high willingness and preferences to purchase online,then the manufactur⁃ers would be more likely to choose the offline retailing strategy.Under this strategy,the profits of manufactur⁃ers collected in both channel of online direct selling and the dual-channel would increase,leading the manufactur⁃ers to set up online direct-selling channel after selection.When consumer

关 键 词：闭环供应链 网购偏好 零售服务 渠道策略 协调 

分 类 号：F274[经济管理—企业管理]