摘要
在网络零售环境下,分别考虑网络零售商采用完全免运费、完全不免运费以及条件免运费3种运费策略,建立了条件免运费阈值对需求无刺激效应和存在刺激效应两种情形下网络零售商条件免运费阈值的最优水平,并比较了3种运费策略下的网络零售商期望利润。研究发现,在免运费阈值对需求无刺激效应下,若零售商的边际利润低于消费者的边际净效用,则该网络零售商应采用完全不免运费策略,否则采用条件免运费策略是其最优选择。而在免运费阈值对于需求具有刺激效应下,网络零售商的最优运费策略总是条件免运费策略,并且其免运费阈值的最优水平与刺激效应强弱、网络零售商的边际利润以及消费者的边际净效用密切相关。
Now,online retailing is accepted by more and more consumers.An online retailer adopted three different shipping options which were free shipping,not-free shipping,and contingent-free shipping.The optimal free shipping threshold for the online retailer adopting contingent-free shipping strategy was derived.The results show that with no stimulating effect of free shipping threshold on demand,if the retailer’s marginal profit is lower than the consumer’s marginal net utility,the online retailer should adopt a not-free shipping strategy,otherwise a contingent-free shipping strategy is its optimal choice.If the free shipping threshold has a stimulating effect on demand,the online retailer’s optimal shipping strategy is a contingent-free shipping strategy,and the optimal level of its free shipping threshold is closely related to the strength of the stimulating effect,the retailer’s marginal profit,and the consumer’s marginal net utility.
作者
夏海洋
XIA Haiyang(School of Business,East China of Science and Technology,Shanghai 200237,China)
出处
《工业工程与管理》
北大核心
2022年第5期97-104,共8页
Industrial Engineering and Management
基金
国家自然科学基金项目(72032001,71972071,71972070,71772063)。
关键词
网络零售
运费策略
条件免运费
免运费阈值
online retailing
shipping strategies
contingent-free shipping
free shipping threshold
