电子商务环境下定价与退货策略整合优化研究

Integrative-optimal Investigation of Pricing and Return Policies In E-business

在电子商务供应链环境下,顾客直接从电子市场采购商品,失去了现场检查商品性能与质量的机会,结果造成顾客对所购商品不满意甚至退货的可能性增加。一个清晰、优惠的退货条例会受到顾客的欢迎,增加市场需求,提升企业的竞争力,然而,对制造厂家来说既可能增加收入,也可能增加退货成本。本文以商品价格和退货退款为决策变量,建立企业利润最大化模型,以此为依据企业可获得最优的定价和退货退款比例,使得从事电子商务的经理们有了使企业获得最大利润的理论依据。最后,指出了未来可能的几个研究方向。

In an Internet direct sales supply chain, the customers make direct purchases from the manufacturer sacrificing the benefit of physicalinspection of the product. This increases the likelihood that customers will have some dissatisfaction with the product and would like to return it. A clearly explained and generous return policy, then, will be welcomed by the customers and therefore will enhance demand. From the manufacturer＇ s point of view, this will increase revenue, but will also increase cost due to increased likelihood of return. This paper develops a profit-maximization model to obtain optimal policies for price and the return policy in terms of price and return. It obtains jointly a number of managerial guidelines for using marketing and operational strategy variables to influence the parameters so as to obtain the maximum benefit from the market. The paper mentions several future research possibilities.