考虑退货时间限制的在线零售商退货策略研究

发布时间：2018-05-31 11:01

本文选题：退货策略 + 退货期限　；参考：《杭州电子科技大学》2014年硕士论文

【摘要】：随着信息科技的不断发展，互联网已经成为人们工作和生活必不可少的部分，它将高科技应用于生产力，将商务活动电子化，极大地提高了生产生活效率。而电子商务的迅速成长，更成为经济活动不可或缺的部分，网络购物模式逐渐冲击传统购物模式，人们足不出户就能轻松享受购物。在B2C电子商务使网络技术给现实生活带来的利益的同时，滞后的物流配送体系又使得B2C电子商务的积极作用难以得到充分的发挥。 B2C电子商务快速发展的同时，也由于网络自身的局限性和特殊性，产生了令在线商家和消费者都不能忽视的问题——退货问题。网上商品的宣传信息无论怎么具体，消费者也无法实际了解产品价值，或者商品在物流配送过程中的破损等原因，导致消费者对产品的期望与产品实际价值存在差距，，因此B2C电子商务市场的商品退货率要远远高于传统市场，针对这一情况，在线零售商制定合理的退货策略对企业的发展起着至关重要的作用。本文以B2C电子商务在线零售商的退货策略为研究内容，首先在阅读了相关文献的基础上，充分考虑退款金额、退货时间限制以及退货成本3方面因素。在考虑退货时间限制的前提下，建立了以零售商利润最大化为目标函数的在线零售商退货模型，并且对各个因素对零售商的影响进行了分析，同时针对影响系数提出了相应的建议。更进一步分析了当零售商收支平衡时能提供的最大限度的退货政策，即最慷慨退货政策临界点，为企业制定合理的退货策略提供参考。得出了相关结论，具体为以下几点：1）消费者可以接受的产品价格与退货时间成正比，即零售商提供的退货期限越长，可制定的首次销售产品的价格越高；2）部分退款比全额退款更优，且最优退款为二次销售价格与单个产品平均退货成本之差；3）在收支平衡时得出了零售商可以承受的最大退货率，分析各参数变量对退货率的影响，得出对零售商利润影响的因子。以期为在线零售商制定退货策略和降低退货率提供一定的决策参考依据。
[Abstract]:With the continuous development of information technology, the Internet has become an indispensable part of people's work and life. It applies high technology to productivity, electronic business activities, greatly improve the efficiency of production and life. The rapid growth of electronic commerce has become an indispensable part of economic activities. The online shopping model has gradually impacted on the traditional shopping mode, and people can easily enjoy shopping without leaving home. While B2C E-commerce brings benefits to real life by network technology, the lagging logistics distribution system makes it difficult to give full play to the positive role of B2C E-commerce. With the rapid development of B2C e-commerce, due to the limitations and particularities of the network itself, the problem of returning goods which can not be ignored by both online merchants and consumers has emerged. No matter how specific the propaganda information of online commodities, consumers can not actually understand the value of products, or the damage of goods in the process of logistics distribution, which leads to the gap between consumers' expectations for products and the actual value of products. Therefore, the return rate of goods in B2C e-commerce market is much higher than that in traditional market. In view of this situation, it is very important for online retailers to formulate reasonable return strategy for the development of enterprises. This paper takes the return strategy of B2C e-commerce online retailer as the research content. Firstly, on the basis of reading the relevant literature, we consider three factors: refund amount, return time limit and return cost. On the premise of considering the limitation of return time, an online retailer return model based on the objective function of retailer profit maximization is established, and the influence of each factor on retailer is analyzed. At the same time, the corresponding suggestions for the influence coefficient are put forward. Furthermore, this paper analyzes the maximum return policy, that is, the critical point of the most generous return policy, which can be provided by retailers when their income and expenditure are in balance, and provides a reference for enterprises to formulate reasonable return strategies. The related conclusions are as follows: (1) the price of products acceptable to consumers is in direct proportion to the return time, that is, the longer the return period provided by retailers, The higher the price of a product for the first time, the higher the price.) the partial refund is better than the full refund, and the optimal refund is the difference between the second sale price and the average return cost of a single product. By analyzing the effect of each parameter variable on the rate of return, the factors influencing the retailer's profit are obtained. In order to provide some reference for online retailers to make return strategy and reduce return rate.
【学位授予单位】：杭州电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.36

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