退货环境下电商平台与网络零售商联合促销策略研究  

Research on the Joint Promotion Strategy of E-commerce Platform andOnline Retailer in the Return Environment

作　　者：田天赐 熊雨薇 TIAN Tian-ci;XIONG Yu-wei(Business School,University of Shanghai for Science and Technology,Shanghai 200093,China)

机构地区：[1]上海理工大学管理学院,上海200093

出　　处：《物流工程与管理》2024年第6期47-51,共5页Logistics Engineering and Management

摘　　要：考虑消费者退货行为,实施合适的联合促销策略是电商平台和网络零售商面临的一个重要问题。当前,鲜有在联合促销策略中同时考虑退货率与促销成本分担的研究。为此,文中构建了一个完全信息动态博弈模型,研究退货环境下,电商平台和网络零售商是如何通过联合促销实现各自利润最大化的。研究发现,零售商不分担平台的促销努力,消费者对促销努力的敏感程度较小或较大时,平台(零售商)折扣随退货率的增加而递增(递减),零售商分担平台的促销努力,消费者对促销努力的敏感程度较大时,平台(零售商)折扣随退货率的增加先递减后递增(递减);退货率较低时,零售商最优利润随促销努力成本分担比例的增加先递增后递减,反之,零售商最优利润随促销努力成本分担比例的增加而递减;对平台而言,联合促销成本分担比例较小而退货率较高时,零售商分担促销努力成本对平台更为有利,且有利于提高社会福利。Considering consumer return behavior,selecting an appropriate joint promotion strategy is a crucial issue faced by e-commerce platforms and online retailers.Current studies rarely consider both the return rate and the cost sharing of promotional efforts in joint promotion strategies.Therefore,this paper constructs a complete information dynamic game model to study how e-commerce platforms and online retailers maximize their profits through joint promotions in a return environment.It is found out that when retailers do not share the platform's promotional efforts and consumers are less or more sensitive to promotional efforts,the platform's(retailer's)discount increases(decreases)with the return rate.If retailers share the platform's promotional efforts and consumers are more sensitive to these efforts,the platform's(retailer's)discount first decreases and then increases(decreases)with the return rate.When the return rate is low,the retailer's optimal profit initially increases and then decreases with the ratio of shared promotional effort costs;conversely,the retailer's optimal profit decreases as this ratio increases.For the platform,when the cost-sharing ratio of joint promotions is low and the return rate is high,it is more advantageous for retailers to share the cost of promotional efforts,and this is beneficial for improving social welfare.

关 键 词：联合促销 促销努力 退货率 成本分担比例 

分 类 号：F713.36[经济管理—产业经济]