线上零售商的全渠道退货策略研究

Research on Omni-channel Return Policies of Online Retailers

针对线上零售商退货率较高的问题,为优化消费者退货体验、提高零售商利润,对线上零售商的退货策略进行研究。基于全渠道视角,构建了三种全渠道退货策略模型,即线上购买线下退货策略、建立展厅策略和线上购买线下取货退货策略,探讨不同退货策略对线上零售商的影响,通过策略对比和数值分析为其在不同情境下的全渠道退货策略选择提供依据。研究表明:全渠道退货策略对零售商并不总是有利的,只有当消费者的线上退货麻烦成本较高时,全渠道退货策略才可以带来更多收益。零售商的最佳策略选择与线上退货麻烦成本和交叉销售利润有关,当交叉销售利润中等或较高时,线上购买线下退货策略对零售商是最有利的;当交叉销售收益较低时,建立展厅策略则使零售商更加有利可图。此外,线上购买线下退货策略下的市场需求、退货量和零售商利润均高于线上购买线下取货退货策略。

Due to the high return rate of online retailers,this paper studies the return polices of online retailers in order to optimize consumers return experience and improve retailers profits.Based on the omni-channel environment,three omni-channel return models are constructed:the BORS model,the showroom model and the BOPRS model.We explore the influence of different return policies on online retailers and provide theoretical guidance for the retailers omni-channel return policy selections in different situations through the comparisons among decisions and profits and numerical analysis.The results show that omni-channel return policies are not always beneficial to online retailers and can only bring more profits when consumers have a higher hassle cost of online return.The retailer s optimal policy selection is related to the hassle cost of online return and cross-selling profit.When the cross-selling profit is relatively moderate/high,the BORS policy is the most beneficial to the retailer.When the cross-selling profit is lower,the showroom policy makes the retailer more profitable.In addition,the market demand,the return volume and the retailer s profit under the BORS policy are higher than those under the BOPRS policy.