双寡头在线零售商的退货运费险策略研究

在线零售商提供的免费退货运费险能有效解决顾客线上购物的退货风险, 提升其购买意愿, 但同时也提高了退货率, 增加了在线零售商的运营成本, 因此退货运费险受到广泛关注。文章假设双寡头在线零售商分别向同一市场的顾客销售高、低质量的产品, 同时决策是否向顾客免费提供退货运费险, 在4种策略组合下分别构建以零售商各自利润最大化的数学模型, 得到最优零售价格、需求及利润, 求出两零售商的纳什均衡策略, 并对保费等关键参数进行了灵敏度分析。

The free return-freight insurance(RI) provided by online retailers can effectively solve the return risk of customers' online shopping and improve customers' purchase intention, while it also increases the return rate and raises the operating cost of online retailers. Hence, the issues about RI have been widely concerned. In this paper, it is assumed that duopoly online retailers respectively sell high-and low-quality products to customers in the same market, and decide whether to provide free RI to customers. Under the four strategy combinations, the mathematical models are constructed to maximize the retailer's profit respectively. The optimal retail price, demand and profit are derived, the Nash equilibrium strategy of two retailers is obtained and the sensitivity of the key parameters such as premium is analyzed.