基于顾客惰性行为的无理由退货策略研究

Return Policy without Reason Based on Consumer Inertia

通过对加入了顾客惰性因素的无理由退货策略建立数学模型,发现当惰性顾客存在时,商家的最优销售价格为只考虑理性顾客时的标准价格与惰性损失之差;最优退货价格为产品的清货价格与边际惰性效用贡献率之和;与只考虑理性顾客的无理由退货策略相比,惰性在一定程度上会对销量产生负影响,但在相同环境下却能为商家带来更多的利润。

By modeling the return policy without reason, this paper reach conclusions as follows： i） when the consumer inertia is existing, the seller＇s optimal price is the difference of the standard price （when only considering the rational customers） and the inert losses; ii） the optimal return price is the sum of the salvage and the contribution rate of marginal inert utility; iii） compared with the standard return policy without reason, consumer inertia has a negative impact on sales to some extent, but it can Brings more profit to the seller in the same environment.