策略型消费者与多渠道零售商供应链决策研究  

Research on the Supply Chain Decision-Making of Strategic Consumers and Multi-channel Sales

作　　者：余祖德[1] 朱育含 YU Zude;ZHU Yuhan(School of Economics and Management,China University of Petroleum,Beijing 102249,China;不详)

机构地区：[1]中国石油大学(北京)经济管理学院,北京102249

出　　处：《武汉理工大学学报(信息与管理工程版)》2025年第1期50-56,93,共8页Journal of Wuhan University of Technology:Information & Management Engineering

基　　金：国家自然科学基金面上项目(72272149);中国石油大学(北京)研究生教育质量与创新工程重点项目(yjs2022010).

摘　　要：以利润最大化为目标,面对策略型消费者退货与零售商不同渠道下的最优定价决策,构建由一个生产商、一个零售商和消费者组成的三级供应链,分析策略型消费者行为、退货率和零售商渠道选择对生产商批发价、零售商销售价和促销水平的影响,并探索消费者退货对于生产商和零售商的决策行为的影响(即消费者退货率在供应链中的传导效应)。研究表明:当零售商采取线下销售时,随着退货率的增加,生产商和零售商的最优定价均有所上升;当零售商采取线上销售时,在退货率低于某个阈值时,最优定价随着退货率的上升而上升;当退货率超过阈值时,最优定价反而下降。消费者对促销服务敏感系数显著影响零售商的促销策略和定价。对于零售商,面对低退货率时,可以通过增加促销力度来提升销量和利润;而面对高退货率时,增加促销力度的效果有限,促销力度和定价均需减少以降低损失。对于生产商,当零售商仅开通线下销售时,其最优批发价随消费者退货率增加而缓慢上升;而在线上销售中,最优批发价随消费者退货率增加而迅速上升,消费者退货率的传导效应在线上渠道中明显高于线下渠道。In order to study the optimal pricing decisions,when facing with strategic consumers returning goods and retailer in different channels with the goal of maximizing profits,a three-level supply chain consisting of a manufacturer,a retailer,and consumers was constructed to analyze the impact of strategic consumer behavior,return rate,and retailer′s channel choices on the wholesale prices of manufacturer,retail sales prices,and promotion levels of retailers,and to explore the influence of consumer returns on the decision-making behavior of producers and retailer(i.e.the transmission effect of consumer return rate in the supply chain).The research showed that when retailer sell offline,as the return rate increases,the optimal pricing for both manufacturer and retailer also increases;When retailer adopts online sales,the optimal pricing increases with the increase of return rate when the return rate is below a certain threshold;When the return rate exceeds the threshold,the optimal pricing actually decreases.The sensitivity coefficient of consumers to promotional services significantly affects retailer′s promotional strategies and pricing.For retailer,when facing with low return rate,they can increase sales and profits by increasing promotional efforts;When facing with high return rate,the effect of increasing promotional efforts is limited,and both promotional efforts and pricing need to be reduced to minimize losses.For manufacturer,when retailer only offers offline sales,their optimal wholesale price slowly increases with an increase in consumer return rate;In online sales,the optimal wholesale price rapidly increases with the increase of consumer return rate,and the transmission effect of consumer return rate is significantly higher in online channels than in offline channels.

关 键 词：供应链 两阶段决策 无理由退货 策略型消费者 线上促销 

分 类 号：C939[经济管理—管理学]