体验型产品捆绑式样品试用策略  

The Bundled Sample Trial Strategy for Experiential Products

作　　者：孙忠锋 胡子敬 SUN Zhongfeng;HU Zijing(School of Business,Putian University,Putian Fujian 351131,China)

机构地区：[1]莆田学院商学院,福建莆田351131

出　　处：《莆田学院学报》2024年第6期51-57,70,共8页Journal of putian University

基　　金：福建省自然科学基金面上项目(2023J011014);福建省社会科学基金博士扶持项目(FJ2022BF031)。

摘　　要：为探究捆绑式样品试用策略的有效性及可行条件,以线上渠道销售体验型产品零售商为研究对象,分别针对拆包允许退货和拆包不允许退货两种情况,基于模型的研究方法,分析对比无样品试用策略和捆绑式样品试用策略。研究发现:在拆包允许退货和不允许退货两种情形下,满足样品成本较低、退货再处理成本较低的条件时,捆绑式样品试用策略均占优,并且该策略在拆包不允许退货时可以促使无理由退货政策真正落实。研究结果对线上体验型产品销售的相关决策具有一定的现实参考价值。In order to explore the effectiveness and feasible conditions of the bundled sample trial strategy,we focus on a retailer selling experiential products through online channels.We analyze and compare the bundled sample trial strategy with the no-sample trial strategy based on the modeling research method,considering both scenarios where returns are allowed after unpacking and not allowed after unpacking.It is found that under both scenarios,the bundled sample trial strategy is dominant when the sample cost is low or the return reprocessing cost is low.Moreover,this strategy could promote the implementation of the no-reason return policy when returns are not allowed after unpacking.The research results have a certain practical reference value for the decision of online experiential products sales.

关 键 词：体验型产品 样品 不确定性 免费试用 

分 类 号：F724.6[经济管理—产业经济]