合肥工业大学校徽

合肥工业大学学报自科版

合肥工业大学学报(自然科学版)

JOURNAL OF HEFEI UNIVERSITY OF TECHNOLOGY (NATURAL SCIENCE)

主管：中华人民共和国教育部

主办：合肥工业大学

ISSN 1003-5060, CN 34-1083/N

双寡头在线零售商的退货运费险策略研究

Research on return-freight insurance strategy selection of duopoly online retailers

期刊信息

合肥工业大学（自然科学版），2024年10月，第47卷第10期：1381-1387

DOI: 10.3969/j.issn.1003-5060.2024.10.014

作者信息

杨爱峰，朱晓宇，尤练

（合肥工业大学管理学院，安徽合肥230009）

摘要和关键词

摘要: 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。

关键词: 双寡头市场；在线零售商；质量差异；退货运费险；定价

Authors

YANG Aifeng, ZHU Xiaoyu, YOU Lian

(School of Management, Hefei University of Technology, Hefei 230009, China)

Abstract and Keywords

Abstract: 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.

Keywords: duopoly market; online retailers; heterogeneous quality; return-freight insurance(RI); pricing

基金信息

国家自然科学基金资助项目（71871076）

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