考虑自有品牌的零售商订购及退货策略研究  

Research on Retailer Ordering and Return Strategies Considering Private Brands

作　　者：郭俊杰 赵启兰[1] 宋光 GUO Junjie;ZHAO Qilan;SONG Guang(Beijing Jiaotong University,School of Economics and Management,Beijing 100044,China;Beijing Jiaotong University,National Academy of Economic Security,Beijing 100044,China)

机构地区：[1]北京交通大学经济管理学院,北京100044 [2]北京交通大学国家经济安全研究院,北京100044

出　　处：《商业研究》2025年第1期1-10,共10页Commercial Research

基　　金：中央高校基本科研业务费专项资金资助项目“我国未来产业链供应链风险分析与安全研究”,项目编号:2024JBWG010;国家自然科学基金资助项目“企业集团价值链冲突与重构对数字化战略变革的影响机理研究”,项目编号:72202013。

摘　　要：自有品牌能够提升零售商竞争力,但零售商引入自有品牌时需面对库存成本上涨、零供矛盾、消费者认可度不足等挑战。本文基于零售商订购成本、消费者退货成本、产品残值率、供应链利润等因素,构建博弈模型,解决零售商自有品牌与知名品牌间的订购与差异化退货策略的决策问题。研究表明,退货策略对两类商品的最优订购量具有显著影响,零售商制定退货策略时应根据消费者的退货成本与产品残值率进行动态调整;在追求自身利润最大化时,零售商对自有品牌采取限制性的退货政策是最优选择;在追求供应链利润最大化时,差异化退货策略能够优化订购和供应链效率;而追求自有品牌销量最大化时,宽松的退货政策有助于提升自有品牌的市场占有率。Private brands are critical for retailers to enhance their competitiveness.However,when introducing private brands,retailers face significant challenges,including increased inventory costs,conflicts with suppliers,and insufficient consumer recognition.This paper constructs a game-theoretic model based on factors such as retailers’ordering costs,consumers’return costs,product salvage value rates,and supply chain profits to address decision-making problems related to ordering and differentiated return strategies for private brands and established national brands.The findings reveal the following:Return strategies significantly influence the optimal order quantity of products.Retailers should dynamically adjust their return policies based on consumers’return costs and product salvage value rates;When aiming to maximize their own profits,retailers find it optimal to impose stricter return policies for private brands;To maximize supply chain profits,differentiated return strategies can optimize both ordering decisions and supply chain efficiency;When striving to maximize the market share of private brands,more lenient return policies help improve the market penetration of private brands.

关 键 词：自有品牌 订购策略 退货策略 供应链管理 

分 类 号：F274[经济管理—企业管理] F713.55[经济管理—国民经济]