预售与正常销售集成下商品定价及退货策略研究

发布时间：2018-06-27 10:01

本文选题：预售 + 商品定价　；参考：《湖南大学》2015年硕士论文

【摘要】：电子商务改变了人们消费观念和消费方式,许多服装、图书和电子产品的新品发售都借助预售和正常销售两种销售模式。预售与正常销售集成不仅能满足不同类型消费者需求而且能够及时获得市场反馈并预测更新正常销售期需求量。市场环境竞争激烈,网上商品良莠不齐、信息渲染、图片失真等问题致使退货现象剧增。采取无限宽松退货策略会加大B2C企业退货成本;而严苛退货策略则会影响消费者购买意愿。分析退款与退货费用分担的退货组合策略对商品定价和B2C企业利润最大化的影响,已成为集成模式下B2C企业经营决策的重要问题。本文研究预售与正常销售集成环境中消费者行为,仅考虑从顾客到B2C企业预售阶段商品退货。分析影响消费者购买和退货的可控制因素和流程图,以消费者效用大于零为原则构建销售价格函数,求解最优商品定价。利用Matlab仿真消费者类型比例、退货组合和退货期限对销售价格影响趋势,为商品销售价格的制定提供参考价值。文章进一步研究需求和退货函数,以B2C企业利润最大化为目标函数构建数学模型,得出期望利润是关于预售折扣和退货组合的联合凸函数,证明预售折扣和退货组合的唯一性,并仿真退货组合变量与利润的关系。研究结果发现商品定价受消费者类型影响显著,关注预售商品的消费者越多,商品价格制定就应该越高;同时退货策略与销售价格成显著正相关:退款额度越多商品销售价格越高;企业分担退货费用越多商品销售价格越高;退货期限越长,商品销售价格也越高。通过分析退款和分担退货费用的退货组合模型对利润影响,归纳得到企业应该采取不同退货组合策略:对于低价商品要控制企业分担费用,采取宽松退款策略;对于高价商品则控制企业退款提高分担退货费用比例的策略;对于中间价格商品需根据市场退款和退货费用偏好合理调整退货组合策略。
[Abstract]:E-commerce has changed people's consumption ideas and ways. Many new items of clothing, books and electronic products are sold through pre-sale and normal sales. The integration of presale and normal sales can not only meet the needs of different types of consumers, but also obtain market feedback in time and forecast and update the demand in normal sales period. The market environment competition is fierce, the good and bad goods on the net are intermingled, the information rendering, the picture distortion and so on the question causes the return goods phenomenon to increase dramatically. Adopting unlimited and loose return strategy will increase the return cost of B2C enterprises, while strict return strategy will affect consumers' willingness to buy. It has become an important issue for B2C enterprises to analyze the impact of return combination strategy of refund and cost sharing on commodity pricing and profit maximization of B2C enterprises. In this paper, we study the behavior of consumers in the integrated environment of pre-sale and normal sales, and only consider the return of goods from customers to B2C enterprises. This paper analyzes the controllable factors and flow charts that affect the consumers' purchase and return, and constructs the sales price function based on the principle that the consumer's utility is greater than zero, and solves the optimal commodity pricing. By using Matlab to simulate the influence trend of the proportion of consumer type, the return combination and the return period on the sales price, it provides the reference value for the formulation of the commodity sale price. This paper further studies the demand and return function, constructs the mathematical model with the objective function of maximizing the profit of the B2C enterprise, and obtains that the expected profit is a joint convex function about the combination of pre-sale discount and return, and proves the uniqueness of the combination of pre-sale discount and return. The relationship between return combination variable and profit is simulated. The results show that commodity pricing is significantly affected by the types of consumers, the more consumers pay attention to pre-sold goods, the higher the commodity price should be. At the same time, the return strategy has a significant positive correlation with the sales price: the more the refund amount, the higher the sales price; the higher the sales price is, the higher the sales price is; the longer the return period is, the higher the selling price is. By analyzing the impact of the return combination model of refund and cost sharing on the profit, the paper concludes that the enterprises should adopt different return combination strategies: to control the cost sharing of the enterprises for the low price commodities, to adopt the loose refund strategy; For the high price goods, the strategy of controlling the enterprises' refunds to increase the proportion of the cost of returning goods, while for the intermediate price commodities, the return combination strategy should be adjusted reasonably according to the market refund and the return cost preference.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274

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