基于消费者时间敏感与退货的双渠道决策研究

Dual-channel Decision Based on Time Sensitivity and Consumer Returns

考虑线上渠道未满足消费者所期望的购物提前期时发生退货行为的双渠道供应链模型,分析了各供应链成员在不同渠道结构下的最优策略。研究结果表明:双渠道提前期的满足率与双渠道价格成反比,且对线上渠道价格的影响大于线下渠道;无论在分散还是集中决策下,提前期满足率对线上渠道销售价格的影响均相同;线下渠道的价格与退货费用成正相关,同时也受到消费者的提前期敏感性影响;各供应链成员可以根据不同的提前期敏感性和提前期需求等因素来决定其最优价格使得自身利益最大化。最后,通过算例分析验证了结论的有效性。

A dual-channel supply chain model with return behavior when an online channel does not meet the expected purchase lead time is considered. The optimal strategies of each supply chain member under different channel structures are analyzed. The results show that the satisfaction rate of the dual-channel lead time is inversely proportional to the dual-channel price, and the impact on the online channel price is greater than that on the offline channel price. Irrespective of whether the decision-making is decentralized or centralized, the satisfaction rate of lead time has comparable impact on the online channel sales price. The price of the offline channel is positively related to the return cost, which is affected by the lead time sensitivity of consumers as well. Members of the supply chain can maximize their own profits by determining the optimal price according to different lead time sensitivities and lead time demands. Finally, the effectiveness of the conclusion is verified via numerical examples.