考虑退货的电商平台销售策略

Ecommerce Platform Sales Strategy Based on Return Policy

本文研究当存在无缺陷退货时,电商平台如何选择合适的销售模式。根据销售价格和退货价格对市场需求以及退货的影响,电商平台可以策略性地选择转售模式和代理模式。我们构建了一个斯塔克伯格博弈模型,电商平台作为领导者选择销售模式,制造商在既定销售模式下进行决策。研究发现,当需求对价格的敏感程度较低、需求对退货价的敏感程度较高及退货量对退货价的敏感程度较低时,平台应提供代理模式,反之应提供转售模式,并探究平台的最优销售策略对制造商利润的影响,从而对平台和制造商的销售策略选择起到一定的指导意义。

This paper studies how an e-commerce platform chooses the appropriate sales model with false failure returns.Based on the impact of selling price and return price on market demand and return,platform can strategically choose reseller model and agency model.We formulate a Stackelberg game where the e-commerce platform leads by first choosing sales model while the manufacturer follows by making decisions under the corresponding sales model.This study finds that the platform should provide an agency model when demand is less sensitive to sales price or more sensitive to the return price,or the amount of returned goods is less sensitive to the return price,otherwise it should provide a reseller model.Then we explore the effect of the platform’s optimal sales strategy on the manufacturer’s profit.Therefore,this study can serve as a guidance for the platform and the manufacturer’s sales model selection.