考虑顾客退货的生鲜电商供应链定价研究  

PRICING STRATEGIES FOR FRESH E-COMMERCE SUPPLY CHAINS:ACCOUNTING FOR CUSTOMER RETURNS

作　　者：王飞飞 王琳[2] 侯云先[3] WANG Feifei;WANG Lin;HOU Yunxian(School of Economics and Management,Anhui Agriculture University,Hefei 230036,China;School of Management,Henan University of Technology,Zhengzhou 450001,China;School of Economics and Management,China Agriculture University,Beijing 100083,China)

机构地区：[1]安徽农业大学经济管理学院,安徽合肥230036 [2]河南工业大学管理学院,河南郑州450001 [3]中国农业大学经济管理学院,北京100083

出　　处：《河南工业大学学报（社会科学版）》2024年第5期79-88,共10页Journal of Henan University of Technology:Social Science Edition

基　　金：国家社会科学基金项目(21CGL032)。

摘　　要：以生鲜电商平台和零售店组成的二级供应链为基础,在假设供应链中生鲜农产品的质量标准由生鲜电商平台主导制定的前提下,考虑因消费者对农产品质量感知差异而存在潜在退货率的情形下生鲜电商平台的策略选择问题。研究发现:面对潜在的消费者退货率,生鲜电商平台的最优策略是不允许消费者退货,且在任何策略组合下,集中决策都是最优的;若允许消费者退货为既定策略,退货率将对决策变量和利润产生显著影响,对销售价格和交货提前期起正影响,对市场需求量、各主体利润和渠道总利润起负影响。此外,退货率存在一个阈值,即当退货率小于该阈值时,采取允许消费者退货策略,该供应链的运转是可持续的,反之则不可持续。与此同时,生鲜电商平台若依托自身在供应链中的优势地位,将销售期末剩余产品的处理成本转嫁给零售店,对增加自身利润和渠道总利润更有利。Based on a two-tier supply chain consisting of a fresh e-commerce platform and retail stores,this study examines the strategy selection problem faced by the fresh e-commerce platform when dealing with potential return rates due to individual differences in consumers′perceptions of the quality of agricultural products,assuming that the quality standards of fresh agricultural products in the supply chain are primarily set by the fresh e-commerce platform.The study finds that in the face of potential consumer return rates,the optimal strategy for the fresh e-commerce platform is not to allow returns,and centralized decision-making is optimal under any strategy combination.If allowing consumer returns is a given strategy,the return rate will significantly affect decision variables and profits,positively impacting the selling price and lead time,and negatively impacting market demand,profits of all parties,and total channel profit.Additionally,the study finds that there is a threshold for the return rate;when the return rate is below this threshold,allowing consumer returns makes the operation of the supply chain sustainable,but if it exceeds this threshold,the operation becomes unsustainable.At the same time,if the fresh e-commerce platform leverages its advantageous position in the supply chain to shift the disposal costs of unsold products at the end of the sales period to the retail stores,it can increase its own profits and total channel profit more effectively.

关 键 词：生鲜电商供应链 退货率 策略选择 定价决策 

分 类 号：F272[经济管理—企业管理]