双渠道供应链两类退货模式的比较研究  

Comparative Study of Two Types of Return Modes in Dual-channel Supply Chain

作　　者：朱明 程晋石[1] ZHU Ming;CHENG Jinshi(School of Economics and Management,Anhui Polytechnic University,Wuhu 241000,China)

机构地区：[1]安徽工程大学经济与管理学院,安徽芜湖241000

出　　处：《安徽工程大学学报》2024年第3期64-75,共12页Journal of Anhui Polytechnic University

基　　金：安徽省哲学社会科学规划项目(AHSKY2022D114)。

摘　　要：研究双渠道供应链的两类退货模式:传统渠道退货(消费者通过购买渠道实施退货)和上门退货模式(线下上门退货、线上退货补偿)。通过刻画交叉收益(零售商因消费者退货时的额外购买行为所得收益)等因素,构建两类退货模式下的双渠道决策模型并实施比较研究。研究发现:合适的交叉收益和退货服务费是两类退货模式得以实施的条件;传统退货模式下,线下退货产生的交叉收益可弥补退货服务给双渠道零售商带来的损失;上门退货模式下,合理的交叉收益依然是保证双渠道零售商总利润的重要因素。数值分析显示,消费者对线上渠道产品的认知度不会影响两类退货模式下总利润的对比结果;只有当交叉收益较大且退货服务费较小时,上门退货模式的双渠道总利润才优于传统退货模式。This paper studies two types of return modes of dual-channel supply chain:traditional channel return(consumers return products through purchase channels)and door-to-door return mode(offline channels with door-to-door return and online return with compensating consumers).By characterizing the factors such as cross revenue(the revenue from retailers′extra purchase behavior when consumers implement return of products),this paper constructs a dual-channel decision-making model under two kinds of return modes and implements a comparative study.It is found that appropriate cross revenue and return service fee are the conditions for the implementation of the two types of return models;Under the traditional return mode,the cross benefits generated by offline return can make up for the losses brought by the return service to the dual-channel retailer;Under the door-to-door return mode,reasonable cross revenue is still an important factor to ensure the total profit of dual-channel retailer.Numerical study shows that consumers′awareness of online channel products will not affect the comparison results of total profits under the two return modes;Only when the cross revenue is large and the return service fee is small,the total profit of the door-to-door return mode is better.

关 键 词：双渠道零售 退货模式 交叉收益 退货补偿 

分 类 号：F273.2[经济管理—企业管理]