无理由退货服务下的产品线选择策略探析

An Analysis of Product Line Selection under a No-reason Return Policy

以一个垄断型制造商为研究对象,构建了允许无理由退货时的产品线选择模型,并与不允许退货时的模型对比,探讨了无理由退货服务对产品线选择的影响。研究发现,当产品与消费者偏好匹配概率较高时,无理由退货服务对双产品策略有正面影响,匹配概率较低时有负面影响,匹配概率极低又允许无理由退货时应放弃实施双产品策略。

We constructed a product line selection model for a monopolistic manufacturer under a no-reason return policy.By comparing the model with the situation disallowing return, we discussed the influence of the no-reason return policy on product line selection.We find the no-reason policy has a positive impact on the dual-product strategy when the matching probability of product valuation and consumer preference is high, while the impact is negative when the matching probability is low.We suggest that the manufacturer should abandon the dual-product strategy when the matching probability is very low.