基于展厅模式的全渠道零售退货方式和定价研究

Return modes and pricing for omnichannel retail with showroom operations

线下展厅的开设可以降低消费者的退货概率,并且有效降低零售商的门店库存成本,以全渠道零售为背景,研究不同的退货方式如何对开设展厅的全渠道零售商的最优利润产生影响,并考虑消费者退货给零售商所带来的退货损失如何影响渠道最优定价和利润,从而使零售商获得更大的利润.首先研究传统的退货方式(即从购买产品的渠道进行退货),然后分析所有的消费者都通过线上退回产品,进而对所有的消费者都到线下展厅退货展开研究.研究表明:当零售商的额外收益、退货产品的转移运输成本之差相较于消费者线上线下两个不同渠道退货所产生的麻烦成本之差较低时,零售商应该制定所有的消费者前往线上退货产品以降低损失增加利润;相反的,当零售商的额外收益、退货产品的转移运输成本之差相较于消费者线上线下两个不同渠道退货所产生的麻烦成本之差较高时,零售商应该制定所有的消费者前往线下展厅退回产品以降低损失增加利润;原渠道退货并不能使得零售商在全渠道背景下获得最优的利润.

The opening of offline showrooms can reduce the probability of customer returns and effectively reduce retailers′store inventory costs.This paper studies how different return modes affect the optimal profitability of an omnichannel retailer with a showroom in the context of omnichannel retailing and considers how the return loss to the retailer from customer returns affects channel optimal pricing and profit,leading to greater profits for the retailer.The paper first examines traditional returns(i.e.,from which channel the product was purchased and returned to which channel),then analyzes all customers going online to return the product,and then examines all customers going online to return the product.The study shows that when the difference between the retailer′s additional revenue and the cost of transferring the returned products is low compared to the difference in the hassle cost for customers returning products from the two different channels,the retailer should make all customers return products online to reduce losses and increase profits.On the contrary,when the difference between the retailer′s additional revenue and the cost of transferring the returned products is high compared to the difference in the hassle cost for customers returning products from the two different channels,the retailer should make all customers return products to offline showrooms to reduce losses and increase profits;original channel returns will not make the retailer′s profits optimal in the omnichannel context.