双渠道零售商提前发货和跨渠道退货策略研究

Dual Channel Retailers’Advanced Delivery and Cross Channel-Return Strategies

提前发货是渠道营销中的新现象。论文研究一个制造商为领导者、具有双渠道的零售商为跟随者所组成的供应链系统,探讨零售商线上渠道开启提前发货和跨渠道退货策略下的决策,分析线上渠道运输成本对定价的影响,并进行算例分析。结果表明:消费者未付尾款违约率和跨渠道退货率直接影响网上零售商策略选择;线上渠道开通提前发货后零售价提升,线下渠道价格和双渠道需求均与运输成本有关;开通跨渠道退货后线上渠道的价格提升,线下渠道价格及双渠道需求与跨渠道退货率密切相关。

advanced delivery is a new phenomenon in channel marketing.This paper studies a supply chain system composed of a manufacturer as a leader and a retailer with dual channels as followers.We explore the decision-making of retailers under the strategies of advanced delivery and cross-channel return in online channels.We analyze the impact of online channel transportation costs pricing through numerical cases.The results show that the default rate of consumer unpaid balance and cross channel return rate directly affect the online retailer's strategy choice.After online channel provides the advance delivery,the retail price will increase.The offline channel price and dual-channel demand are related to the transportation cost.When online retailer provides cross-channel return,the price of online channel will also increase.And the price of offline retailer and the demand of dual-channel are closely related to the cross-channel return rate.