考虑消费者换购行为的全渠道零售商退货策略

文章考虑线上消费者跨渠道退货时存在的换购行为, 建立全渠道零售商实施同渠道退货策略和全渠道退货策略时的线上及线下渠道定价模型, 研究零售商的退货策略选择及其对最优定价的影响。研究结果表明, 在消费者线上退货麻烦成本较高的情形下, 全渠道退货策略的实施有效地提升了线上市场及线下市场的最优定价, 但该策略的实施可能对线上及线下市场产生需求减少效应。零售商的退货策略选择受如下因素影响: 当消费者的线上退货麻烦成本、产品匹配率较高时, 全渠道退货策略的引流作用凸显, 该策略成为零售商的占优策略; 而对零售商而言, 线上及线下渠道较高的运营效率能给零售商带来成本优势, 使得全渠道退货策略占优。

Considering the exchange behavior of online consumers when they return product offline, pricing models of online and offline channels are established for omni-channel retailers when they implement same-channel return strategy and omni-channel return strategy. Based on this, the retailers' choice of return strategy as well as its influence on optimal pricing is studied. The results show that the implementation of omni-channel return strategy can effectively improve the optimal pricing of online and offline markets when the consumers' online return cost is high, but the strategy may have a demand reduction effect on both online and offline markets. The retailers' choice of return strategy is influenced by a variety of factors: when the consumers' online return cost and product matching rate are high, omni-channel return strategy plays an important role in attracting traffic, which is the optimal choice of retailers; for retailers, the higher operational efficiency of online and offline channels benefits a lot, making the omni-channel return strategy become the dominant strategy.