线上线下零售商的跨渠道合作退货策略研究

Research on Cross-channel Return Policy for Online and Offline Retailers

相关调查发现,线上渠道的退货率远高于线下渠道,但多数网购消费者需要退货时相较于将产品寄回线上商家,更偏爱实体店退货。那么,对于仅拥有单渠道的电子商务企业来说,如何与传统实体零售商合作提供线上购买线下退货服务,以提高客户体验和企业竞争力呢?针对这一问题,本文研究了线上、线下零售商的跨渠道合作退货策略。在不同退货策略下,建立Stackelberg定价博弈模型,分析了退货策略对产品均衡价格和渠道需求的影响,讨论了线上零售商的跨渠道退货策略的选择问题。研究发现:线上产品匹配率较低,以及线下实体店内高交叉收益和低跨渠道退货处理成本均能促进两个单渠道零售商实施跨渠道合作退货,且该策略下线下零售商所获利润较线上零售商高;与同渠道退货策略相比,随着产品匹配率增高,跨渠道合作退货策略下的产品定价受产品匹配率影响更大且高于同渠道退货策略,线上(线下)渠道的市场需求以较小的幅度递增(递减)。

Nowadays,with the online shopping is chosen by more consumers,retail companies are increasely plagued by the high product return rate and return cost.At the same time,with the development of new retail mode,more and more dual-channel retailers have begun to open up omni-channel and implement the online purchase and offline return strategy(BORS),such as Suning and Uniqlo.Some single-channel retailers have also begun to seek cross-channel cooperation between companies to gain a favorable market position.For example,the channel integration of JD.com and Wuxing Electronics has developed cooperation in the direction of coordinated returns.In addition,Wal-Mart has helped the third-party sellers on its online platform provide offline return services.However,the cooperative return of goods between online and offline companies may cause a series of problems.For example,online market share may be shrunk,while offline only need to pay extra costs.For e-commerce companies that only operate online channels,when is beneficial to cooperate with offline physical stores to provide cross-channel returns services?It focuses on the cross-channel cooperative return strategy between an online retailer and an offline retailer who sell substitute products in this paper.Two different return strategies-returning in the same channel when two retailers are not cooperating-and cross-channel returns when they are cooperating are considered.By establishing a Stackelberg pricing game model,the product pricing,market demand and retailer profits under the two strategies are analyzed,as well as the implementation conditions and impact of cross-channel cooperation return strategy.The results show that in the face of omni-channel retailing,offline retailers have stronger incentives to cooperate than online retailers,and they obtain higher profits from cross-channel cooperative returns.The cross-channel return strategy may increase the equilibrium price of products and the market demand for online.At the same time,product pricing under cross-channel returns is more sensitive.In addition,cross-channel return service can help online and offline obtain higher profits and achieve a win-win situation when the product matching rate is low or a low cost of cross-channel return processing followed by high cross-channel return processing cost.It has enriched the relevant research on cross-channel return strategies in this study,and theoretical basis and guidance for enterprise cooperation is provided.