| B2C零售商退货渠道策略研究 |
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| 引用本文： | 赵菊,张强,程薇嘉.B2C零售商退货渠道策略研究[J].运筹与管理,2019,28(12):130-136. |
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| 作者姓名： | 赵菊 张强 程薇嘉 |
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| 作者单位： | 1. 合肥工业大学 管理学院,安徽 合肥 230009;2. 教育部 过程优化与智能决策教育部重点实验室,安徽 合肥 230009;3. 智能决策与信息系统技术教育部工程研究中心,安徽 合肥 230009 |
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| 基金项目： | 国家社会科学基金一般项目(18BGL265) |
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| 摘 要： | 基于全渠道环境下,考虑B2C零售商提供全额退款保证,建立了同渠道退货策略和全渠道退货策略下的博弈模型,研究B2C零售商的退货渠道策略选择问题。结果表明,全渠道退货策略下,B2C零售商总是会实施高价策略,且当消费者线上退货损失较大时,最优定价随着消费者线上退货损失递增,反之递减;当B2C零售商实体店退货产品处理成本较小时,全渠道退货策略能有效增加消费者需求,实施全渠道退货策略是占优的;从消费者的角度看,当产品匹配率和消费者线上退货损失较高时,B2C零售商将会实施全渠道退货策略。
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| 关 键 词： | 退货策略 全额退款保证 实体店退货 定价 |
| 收稿时间： | 2018-12-01 |
Research on B2C Retailer Return Channel Strategy |
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| ZHAO Ju,ZHANG Qiang,CHENG Wei-jia.Research on B2C Retailer Return Channel Strategy[J].Operations Research and Management Science,2019,28(12):130-136. |
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| Authors: | ZHAO Ju ZHANG Qiang CHENG Wei-jia |
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| Affiliation: | 1. School of Management, Hefei University of Technology, Hefei 230009, China;2. Key Laboratory of Process Optimization and Intelligent Decision-making, Ministry of Education, Hefei 230009, China;3. Ministry of Education Engineering Research Center for Intelligent Decision-Making & Information System Technologies, Hefei 230009, China |
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| Abstract: | Based on the omni-channel environment, we consider the B2C retailer to provide a full refund guarantee, establish a game model under the same channel return strategy and omni-channel return strategy, and study the retailer return channel strategy selection problem. The results show that under the omni-channel return strategy, retailers always implement high-price strategies, and when consumers return losses with the same channel is high, the optimal pricing will increase with the return of consumers with the same channel, and vice versa; when retailer return in store product processing cost is small, the omni-channel return strategy can effectively increase consumer demand, and the implementation of the omni-channel return strategy is dominant; from the consumer’s point of view, when the product match rate and the consumer’s same channel return loss are at a higher level, retailers will implement an omni-channel return strategy. |
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| Keywords: | return policy full money back guarantee return in store pricing |
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