考虑退货影响的品牌商O2O渠道选择与决策优化

doi:10.16381/j.cnki.issn1003-207x.2019.11.014

中国管理科学 ›› 2019, Vol. 27 ›› Issue (11): 138-148.doi: 10.16381/j.cnki.issn1003-207x.2019.11.014

考虑退货影响的品牌商O2O渠道选择与决策优化

范丹丹¹, 徐琪¹, 程方正²

1. 东华大学旭日工商管理学院, 上海 200051;
2. 华东理工大学商学院, 上海 200237

收稿日期:2017-11-21 修回日期:2018-06-11 出版日期:2019-11-20 发布日期:2019-11-28
通讯作者: 徐琪(1963-),女(汉族),浙江台州人,东华大学旭日工商管理学院,教授,博士生导师,研究方向:供应链管理、运作管理、电子商务等,E-mail:xuqi@dhu.edu.cn. E-mail:xuqi@dhu.edu.cn
基金资助:
国家自然科学基金资助项目（71572033）；国家自然科学基金重点资助项目（71832001）

Brand Suppliers' O2O Channel Selection and Decision Optimization Considering the Impact of Customer Returns

FAN Dan-dan¹, XU Qi¹, CHENG Fang-zheng²

1. Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China;
2. School of Business, East China University of Science and Technology, Shanghai 200237, China

Received:2017-11-21 Revised:2018-06-11 Online:2019-11-20 Published:2019-11-28

摘要/Abstract

摘要： 考虑网购顾客退货影响，利用消费者效用理论分别构建了网络、实体及O2O渠道不同混合模式下的需求函数，研究了品牌商在单一网络渠道、"网络+O2O"渠道、"网络+实体"以及"网络+O2O+实体"渠道模式下的最优定价策略，分析了网络渠道退货率对不同渠道组合下品牌商最优定价与利润的影响，着重讨论了网络品牌商和"网络+实体"双渠道品牌商选择O2O渠道的条件。研究表明，较高的网络渠道退货率将导致较高的网络渠道定价，降低品牌商利润。若开设O2O渠道不能降低网络渠道退货率，品牌商选择O2O渠道取决于其运营成本及退货率大小，运营成本低且销售个性化等高退货率产品的品牌商适合开设O2O渠道；若开设O2O渠道可以降低网络渠道退货率，品牌商是否开设O2O渠道取决于运营成本、退货率以及运费。或运营成本低，或运营成本高但运费低，或运营成本高、运费高以及销售高退货率产品，这三种情形下的品牌商应该选择开设O2O渠道。

关键词: 退货率, O2O渠道选择, 定价决策, 效用函数

Abstract: With the rapid development of the Internet, more and more consumers enjoy the convenience of online shopping. But the high return rate is becoming a big problem for the online sales of brand suppliers. One of the biggest advantages of O2O channel is to provide easy offline experience, return and other services, which, to a certain extent, avoid blind and impulse buying behavior of customers and reduce the possibility of online shopping returns. Based on this background, two types of typical brand suppliers are considered:a single network channel brand supplier and a "network + entity" dual-channel brand supplier, who respectively opens O2O channels, thus corresponding to four channel modes, i.e., a single network channel, a "network + O2O" channel, a "network + entity" dual-channel and a "network + O2O + entity" three channels. The optimal pricing strategies of the brand supplier are studied in these four modes, respectively. The impact of the return rate of the network channel on the optimal pricing and profit of the brand supplier is discussed. Further, by respectively comparing the optimal profits between a single network channel and a "network + O2O" channel, and between a "network + entity" dual-channel and a "network + O2O + entity" three channels, the conditions for the above two types of brand suppliers are analyzed to open an O2O channel. Results show that a higher return rate of the network channel will result in higher network channel pricing and lower profit of the brand supplier. Regardless of whether or not the O2O channel can reduce the return rate, the brand supplier can introduce O2O channels under different conditions.

Key words: return rate, O2O channel selection, decision pricing, utility function

中图分类号:

F272.3

范丹丹, 徐琪, 程方正. 考虑退货影响的品牌商O2O渠道选择与决策优化[J]. 中国管理科学, 2019, 27(11): 138-148.

FAN Dan-dan, XU Qi, CHENG Fang-zheng. Brand Suppliers' O2O Channel Selection and Decision Optimization Considering the Impact of Customer Returns[J]. Chinese Journal of Management Science, 2019, 27(11): 138-148.

参考文献

[1] Emmons H, Gilbert S M. Note. The role of returns policies in pricing and inventory decisions for catalogue goods[J]. Management Science, 1998, 44(2):276-283.
[2] Cai Jianhu, Deng Shiming, Hu Xiaoqing, et al. Supply chain coordination based on return contracts with a threshold ordering quantity[J]. International Transactions in Operational Research, 2015, 22(6):951-968.
[3] Ohmura S, Matsuo H. The effect of risk aversion on distribution channel contracts:Implications for return policies[J]. International Journal of Production Economics, 2016, 176:29-40.
[4] Yao Dongqing, Yue Xiaohang, Wang Xiaoyin, et al. The impact of information sharing on a returns policy with the addition of a direct channel[J]. International Journal of Production Economics, 2005, 97(2):196-209.
[5] Gümüş M, Ray S, Yin Shuya. Returns policies between channel partners for durable products[J]. Marketing Science, 2013, 32(4):622-643.
[6] Ketzenberg M E, Zuidwijk R A. Optimal pricing, ordering, and return policies for consumer goods[J]. Production and Operations Management, 2009, 18(3):344-360.
[7] Chen Jing, Chen Bintong. Competing with customer returns policies[J]. International Journal of Production Research, 2016, 54(7):2093-2107.
[8] Su Xuanming. Consumer returns policies and supply chain performance[J]. Manufacturing & Service Operations Management, 2009, 11(4):595-612.
[9] Chen Jing, Bell P C. Coordinating a decentralized supply chain with customer returns and price-dependent stochastic demand using a buyback policy[J]. European Journal of Operational Research, 2011, 212(2):293-300.
[10] Chen Jing, Bell P C. The impact of customer returns on supply chain decisions under various channel interactions[J]. Annals of Operations Research, 2013, 206(1):59-74.
[11] Yang Hui, Chen Jing, Chen Xu, et al. The impact of customer returns in a supply chain with a common retailer[J]. European Journal of Operational Research, 2017, 256(1):139-150.
[12] Li Guo, Li Lin, Sethi S P, et al. Return strategy and pricing in a dual-channel supply chain[J]. International Journal of Production Economics, 2017:1-12.
[13] Li Yongjian, Xu Lei, Li Dahui. Examining relationships between the return policy, product quality, and pricing strategy in online direct selling[J]. International Journal of Production Economics, 2013, 144(2):451-460.
[14] Altug M S, Aydinliyim T. Counteracting strategic purchase deferrals:The impact of online retailers' return policy decisions[J]. Manufacturing & Service Operations Management, 2016, 18(3):376-392.
[15] 梁喜, 蒋琼, 郭瑾. 不同双渠道结构下制造商的定价决策与渠道选择[J].中国管理科学, 2018, 26(7):97-107.
[16] 林晶, 王健. 异质品双渠道供应链下制造商的渠道决策研究[J]. 中国管理科学, 2018, 26(6):72-83.
[17] 赵连霞, 程明宝. 基于制造商销售渠道选择的供应链定价策略研究[J]. 系统工程理论与实践, 2016, 36(9):2310-2319.
[18] 周雄伟, 汪苗蓉, 徐晨. O2O模式下服务商的价格和时间决策[J]. 中国管理科学, 2018, 26(2):54-61.
[19] 刘咏梅, 周笛. 实行BOPS模式是否总是有益的? 与传统双渠道的对比研究[J]. 运筹与管理, 2018, 27(2):168-177.
[20] Chiang W K, Chhajed D, Hess J D. Direct marketing, indirect profits:A strategic analysis of dual-channel supply-chain design[J]. Management Science, 2003, 49(1):1-20.
[21] Vlachos D, Dekker R. Return handling options and order quantities for single period products[J]. European Journal of Operational Research, 2003, 151(1):38-52.
[22] Cao J, So K C, Yin Shuya. Impact of an "online-to-store" channel on demand allocation, pricing and profitability[J]. European Journal of Operational Research, 2016, 248(1):234-245.
[23] Guide Jr V D R, Souza G C, Van Wassenhove L N, et al. Time value of commercial product returns[J]. Management Science, 2006, 52(8):1200-1214.

考虑退货影响的品牌商O2O渠道选择与决策优化

Brand Suppliers' O2O Channel Selection and Decision Optimization Considering the Impact of Customer Returns

PDF (PC)

可视化

摘要/Abstract

引用本文

使用本文

参考文献

相关文章 15

Metrics

本文评价

推荐阅读 10

[1]	马鹏, 杜宛京, 王海燕. 顾客策略行为下差异产品两阶段定价模型研究[J]. 中国管理科学, 2020, 28(2): 136-144.
[2]	刘金荣, 徐琪, 陈啟. 考虑网络退货和渠道成本时全渠道BOPS定价与服务决策[J]. 中国管理科学, 2019, 27(9): 56-67.
[3]	魏强, 李胜. 公平偏好对横纵向供应链定价及其绩效的影响[J]. 中国管理科学, 2019, 27(2): 205-216.
[4]	李方超, 张成科, 朱怀念. Heston模型下DC型养老金等价管理费用问题研究[J]. 中国管理科学, 2019, 27(12): 11-21.
[5]	刘金荣, 徐琪. 全渠道零售下“Showrooms”对需求分布、定价和收益的影响研究[J]. 中国管理科学, 2019, 27(12): 88-99.
[6]	王超, 何建敏, 马静. 基于共同持有资产的银行间接关联网络研究[J]. 中国管理科学, 2019, 27(11): 23-30.
[7]	刘东霞, 陈红. 存在二手市场时耐用品垄断厂商再制造策略研究[J]. 中国管理科学, 2018, 26(6): 104-114.
[8]	张学龙, 吴豆豆, 王军进, 刘家国, 张一纯. 考虑退货风险的制造商双渠道供应链定价决策研究[J]. 中国管理科学, 2018, 26(3): 59-70.
[9]	陈义友, 张锦, 罗建强. 顾客选择行为对自提点选址的影响研究[J]. 中国管理科学, 2017, 25(5): 135-144.
[10]	李莉, 何洁, 赵杰. 中小制造企业在线直销与传统分销双渠道定价决策研究[J]. 中国管理科学, 2016, 24(6): 70-77.
[11]	丁斌, 马海庆. 两级再制造的S-M闭环供应链的决策与绩效分析[J]. 中国管理科学, 2015, 23(6): 118-125.
[12]	孟凡生, 王雪松, 周亮亮. 双重成本控制标准作用下的员工激励模型研究[J]. 中国管理科学, 2014, 22(7): 94-99.
[13]	杨忠直, 孙皓辰, 彭俊伟. 基于财富效用的产权协商交易定价的计算求解和参数分析[J]. 中国管理科学, 2014, 22(2): 129-134.
[14]	姚海祥, 李仲飞. 基于非参数估计框架的期望效用最大化最优投资组合[J]. 中国管理科学, 2014, 22(1): 1-9.
[15]	解百臣, 杜纲. 效用型Malmquist指数方法及火电类上市公司实证分析[J]. 中国管理科学, 2010, 18(1): 46-51.