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中国管理科学

中国管理科学 ›› 2024, Vol. 32 ›› Issue (2): 178-187.doi: 10.16381/j.cnki.issn1003-207x.2020.1657cstr: 32146.14.j.cnki.issn1003-207x.2020.1657

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基于退款保证的线上零售商体验渠道策略研究

刘茹1,彭健2(),程永生3,邓正华4,乔星1   

  1. 1.军事科学院系统工程研究院，北京 100166
    2.深圳职业技术大学经济学院，广东 深圳 518055
    3.江西财经大学工商管理学院，江西 南昌 330032
    4.重庆第二师范学院经济与工商管理 学院，重庆 400044
  • 收稿日期:2020-08-28 修回日期:2021-01-21 出版日期:2024-02-25 发布日期:2024-03-06
  • 通讯作者: 彭健 E-mail:pengjian1@szpt.edu.cn
  • 基金资助:
    深圳职业技术大学社科类重点项目(6023310013S);国家自然科学基金项目(71961008);教育部人文社会科学青年项目(18YJC880008);重庆第二师范学院科研项目(KY2018TZ01);国家社会科学基金后期项目(23FGLB080)

The Showroom Strategies of the Online Retailer: From the Perspective of Consumer Returns

Ru Liu1,Jian Peng2(),Yongsheng Cheng3,Zhenghua Deng4,Xing Qiao1   

  1. 1.Systems Engineering Institute, Academy of Military Sciences, People’s Liberation Army, Beijing 100166, China
    2.School of Economics, Shenzhen Polytechnic, Shenzhen 518055, China
    3.School of Business Administration, Jiangxi University of Finance and Economics, Nanchang 330032, China
    4.School of Economics and Business Administration, Chongqing University of Education, Chongqing 400044, China
  • Received:2020-08-28 Revised:2021-01-21 Online:2024-02-25 Published:2024-03-06
  • Contact: Jian Peng E-mail:pengjian1@szpt.edu.cn

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摘要：

在由制造商和线上零售商组成的O2O供应链中，考虑消费者退货行为，构建了基于退款保证的供应链博弈模型，探究线上零售商选择体验渠道的动机及其影响。研究发现：当线上零售商选择体验渠道策略时，各企业均会改变各自的定价策略，其中制造商会提高批发价格，线上零售商则根据其退货损失来调整零售价格，但体验渠道策略能提升二者的利润水平；随着体验渠道的引入，能够激励部分消费者放弃退货（即退货率降低），从而有利于提升消费者福利。然而，从利润最大化的视角，线上零售商可能不会有动机选择体验渠道策略，这取决于产品退货率以及产品退货对消费者造成的退货损失，但退款保证能增大线上零售商引入体验渠道的动机。

关键词: 线上零售商, 体验渠道, 消费者退货, 退款保证

Abstract:

With the popularization of the internet and the development of e-payment， online shopping has become one of the main shopping methods for consumers. However， online shopping also has the problem of high product return rate. To reduce the return rate of products， more and more e-commerce enterprises open up showrooms to provide product samples for consumers to experience before they purchase the products. The existence of showrooms will affect consumers' original purchase behavior， and the existence of return cost will also affect the decision and profit of each member of the supply chain. In this paper， an offline to online supply chain consisting of a manufacturer and an online retailer is studied with customer returns considered. The online retailer offers a refund guarantee， which allows consumers to return the products that do not meet their expectations to the online retailer for a full refund.The main work in this paper includes four parts. First， a two-stage game model is established between the manufacturer and the online retailer with the product return considered. The optimal decisions and profits of supply chain members are obtained. Second， the impact of the existence of showrooms on the pricing strategies， product return rates and profits of online retailers as well as their upstream manufacturers are analyzed. Third， the effects of the refund guarantee provided by online retailers are investigated to consumers on the performance of pricing strategies and profits of supply chain members. Finally， the effects of the existence of showrooms and refund guarantees on consumer surplus are further explored.The results show that， under different refund guarantee conditions， online retailers have different strategies on whether to develop showrooms. With refund guarantees， the development of showrooms can increase product demand and reduce product return rate. Whether online retailers develop showrooms， the effects of the refund guarantee on the pricing strategies of both partners depend on the product return rate and the return loss of online retailers. Moreover， the impact of the existence of showrooms and the refund guarantee on consumer surplus depends on product return rate and the return loss of consumers. With the refund guarantee， the showrooms can always effectively improve consumer surplus since product returns can be avoided through product experience before purchase.In summary， the existence of showrooms and the return guarantees have a significant impact on consumers’ purchase behavior. The effects of the existence of showrooms and the return guarantees on the pricing strategies， product return rates and profits of supply chain members are investigated in this paper and the conclusions will be instructive for online retailers and manufacturers in practice.

Key words: online retailer, showroom, consumer returns, refund guarantees

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