退款保证对制造商开通直销渠道的影响

The Impact of Money-back Guarantees on Manufacturer's Launching Direct Channel

研究了退款保证对制造商开通直销渠道的影响及双渠道模式下制造商和零售商各自的退款保证策略及市场均衡。分别建立制造商在直销渠道不同退款保证策略下的决策模型,并于拓展模型讨论零售商提供退款保证的情形。研究发现:任一情形下,制造商总开通直销渠道。直销渠道并非总侵蚀零售商利润,仅当两个渠道均不提供退款保证时,零售商利润被直销渠道侵蚀。双渠道模式下双方的退款保证策略与退货麻烦成本、产品残值及消费者对渠道的满意率有关。消费者剩余的变化仅与直销渠道的退款保证策略有关。

This paper studies the impact of money-back guarantees on manufacturer's launching direct channel and their money-back guarantees strategies and market equilibrium in dual channels.It constructs different decision models in each case and expands the model which retailer'provides money-back guarantees in traditional channel.Results show that,the manufacturer will always launch direct channel.The profit of retailer is not always eroded by direct channel.Only when both channels do not provide money-back guarantees,the retailer's profit is eroded by direct channel.Under dual-channel models,both sides'strategies are related to the returns hassle,net value of products and consumers'satisfaction rate in the chan- nel.The change of consumer surplus is only related to money-back guarantees'strategy for direct channel.