考虑消费者退货的电商平台营销策略研究  

Optimal Marketing Strategy of E-commerce Platform with Product Returns

作　　者：谢军 黄鹤[3] Xie Jun;Huang He(School of Economics and Business Administration,Chongqing University,Chongqing 400044,China;School of Economics and Management,Shihezi University,Shihezi 832000,China;School of Business Administration,Jiangxi University of Finance and Economics,Nanchang 330032,China)

机构地区：[1]重庆大学经济与工商管理学院,重庆400044 [2]石河子大学经济与管理学院,新疆石河子832000 [3]江西财经大学工商管理学院,江西南昌330032

出　　处：《中国管理科学》2024年第10期313-324,共12页Chinese Journal of Management Science

基　　金：国家社会科学基金项目(23FGLB080);江西省社会科学基金项目(22YJ09);江西省自然科学基金项目(20232BAB211008);国家自然科学基金项目(72272068,72162020)。

摘　　要：本文基于消费者退货及购买行为分析,研究电商平台营销策略选择及其影响问题。考虑消费者对产品的不确定性,分析消费者的在线购买及退货行为,建立基于理性预期假设的期望效用函数,构建退货信息不对称下包含电商平台和制造商的不完全信息博弈模型,考察电商平台营销策略选择及其对消费者行为、消费者福利的影响。研究发现:面对消费者可能的退货行为,电商平台提供营销服务总是最优策略,但电商平台也需要根据产品退货率来调整营销努力水平;消费者退货可能会使电商平台实施高价策略,总是对电商平台不利,反而有可能提升制造商的利润水平和消费者福利;电商平台营销并不会改变产品退货率,但会影响电商平台及其上游制造商的合作绩效,并导致消费者福利的损失。最后,进一步从制造商承担退货损失来对原始模式进行拓展,与电商平台承担退货损失进行比较。In recent years,E-commerce has continued to develop rapidly,and online shopping has become one of the most important shopping choices for consumers.However,with the rapid growth of E-commerce market and the expansion of the sales scale of E-commerce platform(such as JD.com,Amazon),the problem of product returns is becoming more and more serious.Relevant studies show that the average return rate of Ecommerce is as high as 22%.To address the above issues,a supply chain consists of one E-commerce platform and one manufacturer with product returns,the E-commerce platform marketing strategy selection and its influence are investigated.According to the consumers'uncertainty about whether the product meets their needs and the possible return behavior,the consumer utility function and the product demand function are established.Two supply chain game models are constructed in the presence of consumer return behavior,which are Ecommerce platform provide marketing services and manufacturer provide marketing services.With the solutions,the optimal profit of supply chain and the equilibrium pricing,marketing effort,demands,are derived under different scenarios profits for each supply chain participant.On this basis,the optimal marketing strategy of the e-commerce platform and the optimal contract design of the manufacturer,and the impact of the choice of marketing strategy on supply chain equilibrium,consumer purchasing behavior,and consumer welfare are analyzed.The results show that,given a supply chain consisting of one E-commerce platform and one manufacture,the E-commerce platform is always motivated to provide marketing service,but at the same time,the E-commerce platform also need to adjust the level of marketing effort based on product return rate and residual value of returned product.Compared with the situation where the manufacturer provides marketing service,the marketing service provided by the E-commerce platform will not change the wholesale price,resulting in an increase in the number of product returns.Further

关 键 词：电商平台 营销策略 消费者退货 消费者福利 

分 类 号：C93[经济管理—管理学]