退货补贴模式下零售商退货联盟战略研究

Research on the strategy of retailer's return alliance under the mode of return subsidy

针对一个由网络零售商与实体零售商构成的新型全渠道退货合作系统,将退货补贴作为价控手段介入到新型全渠道退货联盟战略管理分析中,在理清不同退货渠道组合的形成条件及市场划分的基础上,构建消费者期望效用函数及网络零售商与实体零售商的利润函数,剖析退货补贴对其退货联盟战略影响的内在机理.研究发现:1)对于网络零售商而言,当选择线上购买线上退货模式的消费者比例高于阈值且退货补贴成本低于阈值时,采用CPO策略是明智的选择,即“获客效应”的价值所在.2)对于实体零售商而言,当交叉销售收益与佣金比例之和高于阈值时,实体零售商应采用CPO/CFO策略;反之,实体零售商选择CPB/CFB策略,即“增压效应”的价值所在.3)当选择线上购买线上退货模式的消费者比例高于阈值且退货补贴成本低于阈值时,网络零售商与实体零售商更容易达成退货战略联盟.最后,本文通过数值分析探究不同系统参数阈值范围下零售商利润的演变规律,寻求由此产生的相关运营成本与需求增加带来的利润增长之间的收支平衡以及网络零售商与实体零售商采取不同策略的适用条件与边界,从而得出零售企业应如何根据消费者退货行为特征设计不同的退货补贴投放策略及退货合作策略,以期为零售企业退货联盟战略提供建议.

In view of the new omni-channel retail return cooperative system composed of online and brick-and-mortar retailer,we introduce the return subsidy into the analysis of new omnichannel return alliance strategy management as a methods of price control.On the basis of clarifying the formation conditions and market division of different return channel combinations,we build the expected utility function of consumers and the profit function of online and brickand-mortar retailer.And we analyze the mechanism of the effect of return subsidy on their return alliance strategies.Our main results suggest that:1) When the proportion of BORO consumers is higher than the threshold and the return subsidy cost is lower than the threshold,CPO policy is a wise choice for online retailer.That is,the value of “customer acquisition effect”.2) When the sum of cross-selling revenue and commission ratio is higher than the threshold,the brick-andmortar retailer chooses the CPO/CFO policy.In turn,the brick-and-mortar retailer chooses the CPB/CFB policy.That is,the value of “customer supercharging effect”.3) When the proportion of BORO consumers is higher than the threshold and the return subsidy cost is lower than the threshold,online retailers and brick-and-mortar retailers are more likely to reach a return strategic alliance.Through numerical analysis,this paper analyzes the evolution rule of retailer's profit with different threshold ranges of system parameters,seeks for the balance between the resulting related operating costs and the profit growth brought by increased demand,and the applicable conditions and boundaries of different strategies adopted by online retailer and brickand-mortar retailer.Thus,it is concluded that retail enterprises should design different return subsidy delivery strategies and return cooperation strategies according to the characteristics of consumers' return behavior,in order to provide theoretical suggestions for retail enterprises' return alliance strategies.