基于顾客选择行为的网络零售退货策略研究

Recently, with the fast developmemnt of the online retail, the consumer returns has been an important problem for the firms engaging in online retail. Therefore, how to make the proper return strategies for these firms is very crucial because it can not only improve the firm's profit, but also can effectively control the consumer's returns. Based on the consumer's purchase and return decisions, this project develops dynamic game models to analyze the return policies for the online retail firms in the situation under which the mismatched product has non-zero remainder value, and examine the firms' optimal retail prices, restocking fees and return policies under the scenarios with channel competition, horizontal competition, and online retail competition between manufacturer and retailer. This project also explores the impact of the consumer's return shipping fee, the probability of product match, and the remainder value of mismatch on the firms' optimal return policies, and analyze how do the consumer's purchase and return decisions affect the firms' return policies. The study of this project is very important because it can not only promote the research of OM/marketing interface, but also provide some valuable suggestions for the Chinese firms that currently sell through the online retail.

近年来，随着国内外网络零售业的快速发展，顾客退货已成为网络零售企业必须面对的重要问题。那么，网络零售企业应该如何制定退货策略，使得既可以有效提高企业绩效，又能很好管理顾客退货。本项目从顾客购买和退货选择行为视角出发，运用多阶段动态博弈模型，系统分析不匹配产品具有非零残值背景下的企业网络零售退货策略问题，深入研究实体渠道和网络渠道竞争、网络零售商横向竞争以及制造商和零售商网络销售竞争等情形下的企业网络零售最优售价、退货费以及退货策略，系统分析顾客退货运费、产品匹配率和不匹配产品残值等重要因素对企业网络退货策略的影响，探索顾客购买和退货选择行为对企业网络退货策略影响的内在机理。本项目对于拓展和深化运营和营销管理交叉问题的研究具有重要的理论价值，而且可为我国企业在网络零售过程中遇到的一些重要问题提供具有价值的决策建议。

近年来，随着国内外网络零售业的快速发展，顾客退货已成为网络零售企业必须面对的重要问题。那么，网络零售企业应该如何制定退货策略，使得既可以有效提高企业绩效，又能很好管理顾客退货。本项目从顾客购买和退货选择行为视角出发，运用多阶段动态博弈模型，系统分析不匹配产品具有非零残值背景下的企业网络零售退货策略问题，深入研究顾客存在机会主义行为时的网络零售商最优售价、退货费以及退货策略，系统分析顾客退货运费、产品匹配率和不匹配产品残值等重要因素对企业网络退货策略的影响，探索顾客购买和退货选择行为对企业网络退货策略影响的内在机理。同时研究了政府补贴政策背景下的汽车以旧换新策略和电动汽车补贴政策对制造商和零售商定价决策和利润的影响，深入探讨了政府补贴政策的有效性问题。本项目对于拓展和深化运营和营销管理交叉问题的研究具有重要的理论价值，而且可为我国企业在网络零售过程中遇到的一些重要问题提供具有价值的决策建议。

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