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中国管理科学 ›› 2022, Vol. 30 ›› Issue (4): 252-263.doi: 10.16381/j.cnki.issn1003-207x.2020.0139

• 论文 • 上一篇    下一篇

全渠道零售商退货方式和定价研究

刘健1, 张珣1, 陈杰1, 刘思峰2   

  1. 1.南京理工大学经济管理学院,江苏 南京210094;2.南京航空航天大学经济管理学院,江苏 南京211106
  • 收稿日期:2020-01-31 修回日期:2020-07-14 出版日期:2022-04-20 发布日期:2022-04-26
  • 通讯作者: 刘健(1982-),男(汉族),山东淄博人,南京理工大学经济管理学院,副教授,研究方向:收益管理、决策分析、排队论,Email:jianlau@njust.edu.cn. E-mail:jianlau@njust.edu.cn
  • 基金资助:
    国家自然科学基金资助项目 (71671092, 72071112);江苏省博士后科研资助计划项目(1501040A)

Research on Return Modes and Pricing for Omnichannel Retailers

LIU Jian1, ZHANG Xun1, CHEN Jie1, LIU Si-feng2   

  1. 1. School of Economics and Management, Nanjing University of Science and Technology, Nanjing 210094, China;2. College of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing 211106, China
  • Received:2020-01-31 Revised:2020-07-14 Online:2022-04-20 Published:2022-04-26
  • Contact: 刘健 E-mail:jianlau@njust.edu.cn

摘要: 本文以全渠道零售商不同渠道的定价为背景,以企业利润最大化为目标,以顾客退货给零售商带来的损失为出发点,从三种不同的退货方式分析退货损失对零售商不同渠道最优定价和利润的影响。首先分析传统的原渠道退货(即:从购买产品的渠道退货),然后分析所有顾客都通过线上渠道退货,进而分析所有顾客都通过线下渠道退货。研究表明:三种退货方式下,当零售商与顾客的线上单位产品净退货损失之和小于线下单位产品净退货损失之和时,全渠道零售商选择全部退货到线上渠道可获得最大利润;当零售商与顾客的线上单位产品净退货损失之和大于线下单位产品净退货损失之和时,全渠道零售商应选择全部退货到线下的退货方式以获得最大利润;传统的退货方式不会让零售商获得最大利润。本文研究对于全渠道零售虑顾客退货损失的基础上,设置最合理的退货方式和不同渠道之间的最优定价有一定的指导意义和实际应用价值。

关键词: 全渠道零售商;收益管理;退货损失;退货方式;定价和利润;目标优化

Abstract: The pricing of omnichannel retailers in different channels is taken as the background, and how to maximize the retailer’s profit is taken as the goal, and the impact of the loss caused by customer return on retailer’s pricing and profit is analyzed from three different return modes. First, the traditional return mode (that is, when consumers purchase products online, they can only return to the online channel; when consumers purchase products offline, they can only return to the offline channel) is studied. Then all customers return through the online channel (that is, whether consumers from online or offline channels, they can only return to the online channel in the event of return) is analyzed. Furthermore, it is investigated that all customers return goods through offline channels (that is, no matter whether consumers purchase products through online channels or offline channels, they can only return products to offline channels, where offline channels refer to physical stores). It is assumed that when online channel customers purchase products because they can’t touch the goods, they can’t get the full value of the goods just like when they shop in the store, and the consumers will browse the goods in the store when they return the goods, thus generating extra benefits for the retailers. Based on this assumption, the customer utility function is constructed to achieve retailers’ optimal profit and pricing under various return modes. Through the comparison of the optimal profit, it is concluded: under the three return modes, when the sum of the online unit product net return loss of the retailer and the customer is less than the sum of the offline unit product net return loss, if the omnichannel retailer wants to obtain the maximum profit, it should choose the return mode that allows the customer to return all the products to the online channel; When the sum of the net return loss of the online unit product between the retailer and the customer is greater than the sum of the net return loss of the offline unit product, the omnichannel retailer should choose the return mode that allows the customer to return all the products to the offline to obtain the maximum profit; the traditional return mode will not allow the retailer to obtain the maximum profit. Based on the consideration of customer return loss in omnichannel retailing, how to set the most reasonable return mode and the best pricing in different channels are examined.

Key words: omni channel retailer; revenue management; return loss; return mode; pricing and profit; optimization

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