网上零售免费送货的订单金额设定及实证分析

Order Amount Setting and Empirical Analysis of Free Shipping of Online Retailing

网上购物中零售商提供免费送货会要求消费者的订单金额达到设定的最低值。文章通过消费者选择行为的分析和效用函数的构建,提出了网上零售商设定免运费订单金额可供选择的策略选项及其优化模型,界定了消费者运费敏感度影响最优免运费订单金额设定的取值区间。数值算例和实证分析验证了免运费订单金额优化模型的合理性,研究结论表明:网上零售商针对消费者的订单金额是否收取运费,应根据消费者的运费敏感度来确定对应的策略和规则,以保证获得最优利润。对于给定的消费群体,如果产品的利润率增加,提供免费送货不仅可以利用销售收入来弥补其产生的费用损失,而且会使总利润更高。

In online shopping,retailers require the order amount of consumers to reach the set minimum value for offering free shipping.Through the analysis of consumer choice behavior and the modeling of utility functions,online retailers’strategy options for setting order amount of free shipping and their optimization models are proposed.The range of shipping fee sensitivity that affects setting optimal order amount of free shipping is defined.Numerical examples and empirical analysis verify the rationality of the optimization model about the order amount of free shipping.The research shows that regardless of whether online retailers charge shipping fees for consumers’order amount or not,the corresponding strategies and rules should be determined according to consumers’shipping fee sensitivity,so that optimal profits can be ensured.For a given consumer group,if the profit margin of the product increases,providing free shipping can not only use the sales revenue to make up for the losses,but also make the total profit higher.