双渠道零售商的最优价格和退货策略研究

Optimal Return Strategies of Dual Channel Retail

双渠道零售商同时通过线上和线下两种渠道销售产品,消费者在获得产品之前对产品的估值是不确定的。按照零售商的退货政策,若消费者对产品不满意,在线下购买的只能在实体店退货,在网上购买的可以在线退货或者到线下实体店退货。针对消费者估值不确定和退货成本不确定的情况,利用均衡分析方法和理性预期理论建立了零售商的最优决策模型,并进行了求解与敏感性分析。研究显示,当零售商实体店占有率较高、线下退货产品残值较大、线上退货产品残值较小时,零售商的最佳策略是制定较高的价格,此时只有部分消费者购买商品,零售商为到实体店退货的消费者提供全额补偿;否则最佳的策略是制定较低的价格吸引所有的消费者购买,为一部分线上退货的消费者提供部分补偿,为另一部分到线下实体店退货的消费者提供全额补偿,且最优的线上退货补偿大于线上退货商品的残值。

Retailers sell their products through online stores and offline physical stores.Before obtaining the product,consumers’valuation of the product is uncertain.If you are not satisfied with the product,offline purchases can only be returned in physical stores.According to the retailer’s return policy,online purchases can be returned online or to offline physical stores.In view of the uncertainty of consumer valuation and return cost,the optimal decision model of retailers is established by using equilibrium analysis method and rational expectation theory,and the solution and sensitivity analysis are carried out.The research shows that when the share of physical stores is high,the residual value of offline returned products is large,and the residual value of online returned products is small,the best choice for retailers is to urge some consumers to return to physical stores and provide full compensation;Otherwise,the best choice is to let some online consumers return goods online and provide partial compensation,while the other online consumers and all offline consumers return goods to offline physical stores and provide full compensation.The optimal online return compensation is greater than the residual value of online returned goods.