网购环境下在线零售商的退货运费承担策略研究
|
摘要
在电子商务环境下,宽松的退货政策能够刺激需求,促进货品销量的增长,但与此同时也导致了退货量的增多。在面临高退货,特别是无缺陷退货不断攀升的挑战下,在线商家应如何制定合理的退货策略成为值得研究的一个问题。本文主要针对退货运费承担问题,重点比较消费者承担退货运费、商家承担退货运费、双方共同承担退货运费三种策略,探讨不同策略下在线零售商的最优定价及其盈利能力。研究结果表明:为实现利润最大化,在线零售商应根据商品的无缺陷退货比例特征选择相应的策略。具体而言,当商品的无缺陷退货比例较低时,宜采用消费者承担退货运费策略;当无缺陷退货比例高时,宜采用商家承担退货运费策略;当无缺陷退货比例居中时,宜采用共同承担退货运费策略。值得注意的是,退货政策的目的是为了刺激需求的增长,但有时退货政策对需求的促进作用不够理想,不能抵消退货的负面影响,那么这种情况下则无论无缺陷退货占比如何,在线零售商的最佳退货策略只能是让消费者承担退货运费,以此避免更多非理性退货行为的发生。
According to the China Internet Network Information Center,by the end of June 2016,the number of Internet users in China reached 710 million,of which the number of online shopping users reached448 million.Online shopping has become one of the main consumption ways in China.However,with the tremendous boost in online shopping,the phenomenon of high returns is particularly prominent.Some promotional policies further aggravate the high-frequency returns.A survey from Guangzhou Consumers Commission reported that 63.9% of the consumers returned the goods bought during "double 11",among which,only 18.87% of the returns was due to the quality,and 81.13% was non-defective returns.Online retailers face the challenges of high returns,especially the significant non-defective returns,which constantly lower the profitability of enterprise.Focusing on the reverse logistics freight caused by consumers' returns,this paper mainly compares three policies:consumer paying the return freight;retailer paying the return freight;consumer and retailer paying the return freight together.We study the online retailer's optimal price and profitability under different policies and highlight the influence of non-defective returns on the retailer's decision.The results show that in order to achieve maximum profit,the online retailer will choose different policies according to the proportion of non-defective returns.Specifically,when the proportion of non-defective returns is low,consumer paying the return freight is reasonable.When the proportion of non-defective returns is high,retailer paying the return freight is better.When the proportion of non-defective returns is moderate,the return freight should be shared by the consumer and retailer together.It is worth noting that the purpose of a return policy is to stimulate the demand growth,but sometimes a return policy maybe stimulate more returns rather than more demands.In that case,consumer paying the return freight will be the only choice for the online retailer to avoid irrational returns.
According to the China Internet Network Information Center,by the end of June 2016,the number of Internet users in China reached 710 million,of which the number of online shopping users reached448 million.Online shopping has become one of the main consumption ways in China.However,with the tremendous boost in online shopping,the phenomenon of high returns is particularly prominent.Some promotional policies further aggravate the high-frequency returns.A survey from Guangzhou Consumers Commission reported that 63.9% of the consumers returned the goods bought during "double 11",among which,only 18.87% of the returns was due to the quality,and 81.13% was non-defective returns.Online retailers face the challenges of high returns,especially the significant non-defective returns,which constantly lower the profitability of enterprise.Focusing on the reverse logistics freight caused by consumers' returns,this paper mainly compares three policies:consumer paying the return freight;retailer paying the return freight;consumer and retailer paying the return freight together.We study the online retailer's optimal price and profitability under different policies and highlight the influence of non-defective returns on the retailer's decision.The results show that in order to achieve maximum profit,the online retailer will choose different policies according to the proportion of non-defective returns.Specifically,when the proportion of non-defective returns is low,consumer paying the return freight is reasonable.When the proportion of non-defective returns is high,retailer paying the return freight is better.When the proportion of non-defective returns is moderate,the return freight should be shared by the consumer and retailer together.It is worth noting that the purpose of a return policy is to stimulate the demand growth,but sometimes a return policy maybe stimulate more returns rather than more demands.In that case,consumer paying the return freight will be the only choice for the online retailer to avoid irrational returns.
引文
[1]申成霖,张新鑫.电子商务环境下无缺陷退货政策[J].工业工程,2011,14(3):55-59.
[2]申成然.电子商务环境下消费者退货定价决策及协调机制[J].工业工程,2013,16(3):21-26.
[3]Chen Jing.Returns with wholesale-price-discount contract in a newsvendor problem[J].International Journal of Production Economics,2011,130(1):104-111.
[4]Ding Ding,Chen Jian.Coordinating a three level supply chain with flexible return policies[J].Omega,2008,36(5):865-876.
[5]Chen Jing,Bell P C.Coordinating a decentralized supply chain with customer returns and price-dependent stochastic demandusing a buyback policy[J].European Journal of Operational Research,2011,212(2):293-300.
[6]Taylor T A.Channel coordination under price protection,midlife returns,and end-of-life returns in dynamic markets[J].Management Science,2001,47(9):1220-1234.
[7]Xiao Tiaojun,Shi Kuiran,Yang Danqin.Coordination of a supply chain with consumer return under demand uncertainty[J].International Journal of Production Economics,2010,124(1):171-180.
[8]赵晓敏,高方方,林英晖.基于顾客退货的闭环供应链运作绩效研究[J].管理科学,2015,28(1):66-82.
[9]翟春娟,李勇建.B2C模式下的在线零售商退货策略研究[J].管理工程学报,2011,25(1):62-68.
[10]Mukhopadhyay S K,Setoputro R.Reverse logistics in e-business:Optimal price and return policy[J].International Journal of Physical Distribution&Logistics Management,2004,34(1):70-88.
[11]汪峻萍,杨剑波,贾兆丽.基于无缺陷退货的网上销售易逝品供应链协调模型[J].中国管理科学,2013,21(6):47-56.
[12]Ferguson M,Guide Jr V D R,Souza G C.Supply chain coordination for false failure returns[J].Manufacturing&Service Operations Management,2006,8(4):376-393.
[13]孙军,孙亮.基于无缺陷退货的在线零售商运费承担策略研究[J].软科学,2014,28(6):41-45.
[14]单汨源,江黄山,刘小红.在线零售商盈利能力及其退货策略研究[J].华东经济管理,2016,30(11):123-128.
[15]陈崇萍,陈志祥.网络销售中退货担保与定价决策[J].中国管理科学,2016,24(6):52-60.
[2]申成然.电子商务环境下消费者退货定价决策及协调机制[J].工业工程,2013,16(3):21-26.
[3]Chen Jing.Returns with wholesale-price-discount contract in a newsvendor problem[J].International Journal of Production Economics,2011,130(1):104-111.
[4]Ding Ding,Chen Jian.Coordinating a three level supply chain with flexible return policies[J].Omega,2008,36(5):865-876.
[5]Chen Jing,Bell P C.Coordinating a decentralized supply chain with customer returns and price-dependent stochastic demandusing a buyback policy[J].European Journal of Operational Research,2011,212(2):293-300.
[6]Taylor T A.Channel coordination under price protection,midlife returns,and end-of-life returns in dynamic markets[J].Management Science,2001,47(9):1220-1234.
[7]Xiao Tiaojun,Shi Kuiran,Yang Danqin.Coordination of a supply chain with consumer return under demand uncertainty[J].International Journal of Production Economics,2010,124(1):171-180.
[8]赵晓敏,高方方,林英晖.基于顾客退货的闭环供应链运作绩效研究[J].管理科学,2015,28(1):66-82.
[9]翟春娟,李勇建.B2C模式下的在线零售商退货策略研究[J].管理工程学报,2011,25(1):62-68.
[10]Mukhopadhyay S K,Setoputro R.Reverse logistics in e-business:Optimal price and return policy[J].International Journal of Physical Distribution&Logistics Management,2004,34(1):70-88.
[11]汪峻萍,杨剑波,贾兆丽.基于无缺陷退货的网上销售易逝品供应链协调模型[J].中国管理科学,2013,21(6):47-56.
[12]Ferguson M,Guide Jr V D R,Souza G C.Supply chain coordination for false failure returns[J].Manufacturing&Service Operations Management,2006,8(4):376-393.
[13]孙军,孙亮.基于无缺陷退货的在线零售商运费承担策略研究[J].软科学,2014,28(6):41-45.
[14]单汨源,江黄山,刘小红.在线零售商盈利能力及其退货策略研究[J].华东经济管理,2016,30(11):123-128.
[15]陈崇萍,陈志祥.网络销售中退货担保与定价决策[J].中国管理科学,2016,24(6):52-60.