考虑消费者匹配度的售后服务:退货和换货  

After-sales service strategies considering consumer matching degree:Return&exchange

作　　者：许格妮 焦兵 宋振东 曲晨 Xu Geni;Jiao Bing;Song Zhendong;Qu Chen(School of Statistics,Xi’an University of Finance and Economics,Shannxi 710100,China;School of Management,Xi’an University of Finance and Economics,Shannxi 710100,China)

机构地区：[1]西安财经大学统计学院,陕西西安710100 [2]西安财经大学管理学院,陕西西安710100

出　　处：《系统工程学报》2025年第1期147-160,共14页Journal of Systems Engineering

基　　金：国家自然科学基金资助项目(62473300);国家社会科学基金资助项目(22BGJ033);陕西省社会科学基金资助项目(2023D052);陕西省软科学基金资助项目(2020KRM124);西安市软科学基金资助项目(23RKYJ0055).

摘　　要：开通线上与线下销售渠道的商家如何权衡自身与消费者的权益,设置线上渠道最优的售后服务策略一直是业界关注的话题.针对双渠道制造商的线上渠道构建了三种类型的售后服务模型,即不提供售后服务、提供退货或换货服务,分析了制造商对不同售后服务策略的偏好.研究结果表明,当消费者匹配度较小时,换货策略的匹配保障效应对制造商更具吸引力,随着消费者匹配度的增加,退货策略的低麻烦成本效应逐渐占优并为制造商带来更高的效益.此外,在跨渠道退换货策略下,即使制造商为消费者提供线上购物线下退换货服务时增加了额外的销售成本,但当消费者匹配度足够高时,制造商仍然能够获得更高的收益.How to weigh the rights and interests of merchants who open online and offline sales channels and set the optimal after-sales service strategy for online channels has always been a topic of concern in the industry.This paper constructs three different types of after-sales services for dual-channel manufacturer’s online sales channels:no after-sales service,return or exchange service,and analyzes the manufacturer’s preferences for different after-sales service strategies.The results show that when the matching degree of consumers is small,the matching guarantee effect of the exchange strategy is more attractive to the manufacturer.As the consumer matching degree,the low hassle cost effect of return strategy gradually dominates and brings higher benefits to the manufacturer.Under the cross-channel return and exchange strategy,even if the manufacturer shares the cost of consumers’return and exchange trouble by providing offline return and exchange service,the manufacturer can still obtain higher returns when the matching degree of consumers is high enough.

关 键 词：供应链管理 消费者匹配度 售后服务 定价决策 

分 类 号：TP273[自动化与计算机技术—检测技术与自动化装置]