全渠道BOPS模式下的交叉退货策略研究  

Research on Cross-return Strategy Under the Omnichannel BOPS Model

作　　者：原丕业 王淑玉 白景文 YUAN Piye;WANG Shuyu;BAI Jingwen(School of Management Engineering,Qingdao University of Technology,Qingdao 266520,China)

机构地区：[1]青岛理工大学管理工程学院,山东青岛266520

出　　处：《武汉理工大学学报（信息与管理工程版）》2024年第1期95-101,108,共8页Journal of Wuhan University of Technology：Information & Management Engineering

摘　　要：针对全渠道BOPS模式下的退货策略问题,考虑产品匹配率、线上退货成本、交叉退货概率等因素,借助消费者效用函数,分别在BOPS模式下构建传统退货策略和交叉退货策略定价博弈模型,分析了交叉退货策略对全渠道零售商最优定价、收益及退货策略选择的影响。结果表明:零售商的定价和需求随着产品匹配率和交叉退货概率的增大而增大,随着线上退货成本的增大而减小;随着不便利系数的增加,交叉退货策略对零售商收益的影响减小;当产品匹配率较小且不便利系数很小或很大时,或者当产品匹配率较大且不便利系数中等时,宜采用交叉退货策略;当交叉退货概率和线上退货处理成本都较大时,不适合采用交叉退货策略。Aiming at the problem of return strategy under the omnichannel BOPS model,the impact of cross-return strategy on the optimal pricing,revenue and return strategy choice of omnichannel retailers was analyzed by considering factors such as product matching rate,online return cost and cross-return probability,and by constructing traditional return strategy and cross-return strategy pricing game models respectively under the BOPS model with the help of consumer utility functions.The study shows that:retailers′pricing and demand increase with the increase of product matching rate and cross-return probability,and decrease with the increase of online return cost;the impact of cross-return strategy on retailers′revenue decreases with the increase of inconvenience factor;when the product matching rate is small and the inconvenience factor is small or large,or when the product matching rate is large and the inconvenience factor is medium,it is appropriate to use cross-return strategy;the cross-return strategy is not suitable when the cross-return probability and online return processing cost are large.

关 键 词：全渠道零售 交叉退货策略 消费者效用理论 BOPS模式 交叉退货概率 

分 类 号：F272[经济管理—企业管理]