考虑顾客退货的电商平台线下渠道拓展研究  

Offline Channel Expansion Strategy for E-Commerce Platform with Customer Returns

作　　者：谢军 XIE JUN(Chongqing University,Chongqing,China;Shihezi University,Shihezi,Xinjiang,China)

机构地区：[1]重庆大学经济与工商管理学院 [2]石河子大学经济与管理学院

出　　处：《管理学报》2024年第5期739-749,共11页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(72262028)。

摘　　要：考虑顾客退货行为与制造商退货损失信息不对称,构建线上、线下渠道消费者效用函数以及两阶段供应链动态博弈模型,分析电商平台拓展线下渠道的动机以及线下渠道拓展对供应链均衡、消费者行为、消费者福利等的影响。研究发现:从提高市场占有率和降低产品退货率的角度,电商平台有动机拓展线下渠道;线下渠道拓展不一定能提升电商平台的利润,这取决于线下渠道成本;线下渠道拓展会导致消费者发生渠道迁移行为,有利于提升消费者福利,并给制造商和供应链系统带来正外部性。This study analyzes the e-commerce platform’s offline channel strategy and the value of the offline channel expansion,from the perspective of consumer returns.The expected utility function of consumers in different channels and two-stage dynamic game model under asymmetric context are established respectively.Through solving these models,the optimal decision,product demand and profits of both sides of the supply chain are obtained.Based on these,the impact of offline channel expansion on the supply chain equilibrium,consumer behavior and consumer welfare is analyzed.The results show that:The e-commerce platform has an incentive to expand offline channel from the perspective of increasing market share and reducing product return rates;However,the e-commerce platform may not be able to make more profits when the e-commerce platform introduces offline channel,which depends on the cost of offline channel;The expansion of offline channel by the e-commerce platform will lead to channel migration behaviors for consumers.In addition,it will improve consumer welfare and the profitability of the manufacturer and supply chain systems under asymmetric information.

关 键 词：电商平台 线下渠道 消费者退货 不对称信息 

分 类 号：C93[经济管理—管理学]