双边平台退单物流成本承担策略研究  

Research on Chargeback Logistics Cost Bearing Strategy of Two-sided Platform

作　　者：施睿鸿 SHI Ruihong(School of Management,Hefei University of Technology,Hefei 230000,China)

机构地区：[1]合肥工业大学管理学院,安徽合肥230000

出　　处：《物流科技》2025年第5期5-10,共6页Logistics Sci Tech

基　　金：国家自然科学基金项目(71801076)。

摘　　要：退单现象的兴起给双边平台运营带来新的挑战,买家的退单行为会促使物流服务方面的成本增加。考虑在买家多归属卖家单归属情形下退单物流成本对平台差异化策略的影响,在Hotelling环境中设立了三种不同的情景,并进一步通过比较不同情景下平台的利润,得到影响利润差异的具体阈值。研究表明,当退单率在一定范围内时,差异化竞争的两个平台利润都会减少;两个平台策略不一致时,如果买家数量能给卖家带来足够多的效用,即使卖家需要承担退单物流成本且成本增加也会加入平台。The rise of chargebacks has brought new challenges to the operation of two-sided platforms,with buyers'chargeback behavior driving up the cost of logistics services.Consider the impact of chargeback logistics costs on platform differentiation strategies when buyers are multi-homing and sellers are single-homing.Three different scenarios are set up in the Hotelling environment and further the specific thresholds affecting the profit differentiation are obtained by comparing the profits of the platforms under different scenarios.The research shows that when the chargeback rate is within a certain range,the profits of the two platforms with differentiated competition will decrease.When the strategies of the two platforms are inconsistent,if the number of buyers can bring enough utility to the seller,the seller will join the platform even if it needs to bear the logistics cost of chargeback and the cost increases.

关 键 词：双边平台 平台定价 HOTELLING模型 退单物流服务 成本承担 

分 类 号：F252.12[经济管理—国民经济]