考虑全渠道退货的闭环供应链决策

Closed-loop Supply Chain Decision-making Considering Omni-Channel Return

随着线上线下融合的全渠道模式蓬勃发展,厂商相继退出线上购买线下退货的全渠道退货服务(Buy Online and Return in Store,BORS)。考虑了服务差异化与消费者异质双重影响下的全渠道退货的问题,构建同渠道退货和全渠道退货两种退货策略模型,研究产品定价决策与退货策略选择,并分析服务与消费者差异性对供应链定价及退货策略的影响。研究表明,当服务水平达到一定阈值后,消费者会为全渠道退货服务承担一定溢价;供应链提供合理的差异化服务实施差异化竞争,能凸显全渠道退货优势,提升供应链利润。当服务成本低且消费者服务感知较高时,更适合采用全渠道退货策略。

With the continuous improvement of the Internet technology,in addition to the traditional physical shops,retailers have opened up online retail channels,and many have launched multiple retail chan⁃nels.However,due to the lack of physical perception of the goods in online shopping,the purchased products are easy to fail to meet their needs,resulting in returns.Omni-channel return refers to the emerging return strategy of Buy Online and Return in Store(BORS),which allows consumers to return the goods purchased online at offline stores,enjoy a full refund and complete the return easily.This kind of online and offline chan⁃nel integration can reduce customers'concerns about product returns,and the convenient return process also makes some online consumers prefer in-store returns.In this paper,we studied the omni-channel return under the influence of the differences of services and consumers,and constructed two return strategy models,namely same-channel return and omni-channel re⁃turn.Then,we studied product pricing decisions and return strategy choices,and analyzed the impact of the differences of services and consumers on them.The research shows that when the service level reaches a certain threshold,consumers will pay premium for the omni-channel return service;the supply chain providing reasonable differentiated services for differen⁃tiated competition can highlight the advantages of the omni-channel return and improve supply chain profits.When the service cost is low and the consumers'service perception is high,the omni-channel return strategy is more suitable.Next,through a numerical simulation,we draw the main conclusions and management implications as follows:on the one hand,enterprises should improve the overall service level and reasonably provide differenti⁃ated services.Specifically,enterprises should carry out more targeted omni-channel return services according to their actual conditions,and provide reasonably differentiated services.Moreover,they should focus on the convenience of the omni-channel return process,simplify the return procedure,and reduce service costs to improve the closed-loop supply chain efficiency in order to meet consumers'demand.On the other hand,enterprises should develop appropriate return policies based on consumer types.When consumers have a higher perception of service,the omni-channel return strategy is always better,be⁃cause omni-channel return services encourage online consumers to return goods offline,which reduces the re⁃verse logistics cost of both parties and the trouble of online return,and achieves mutual benefit.When consum⁃ers'perception of service is low,the cost increased by adopting the omni-channel return strategy is greater than the cost reduction of reverse logistics,at which point,the same-channel return strategy is better.