基于战略顾客行为的零售商退货策略研究

发布时间：2018-04-18 10:09

本文选题：不确定需求 + 不确定估价　；参考：《管理科学学报》2017年11期

【摘要】：基于理性预期和战略顾客行为,研究不确定需求条件下零售商的退货策略,着重关注下述四种退货策略:不接受退货、接受退货但不再销售退货产品、接受退货并在正常销售期再销售退货产品和接受退货并在折扣销售期再销售退货产品,哪一种退货策略能够成为零售商的最优退货策略.结果表明,当再处理成本较低时,接受退货并在正常销售期再销售退货产品为零售商的最优退货策略;当再处理成本较高时,不接受退货为零售商的最优退货策略.总之,当面临跨期理性决策的战略顾客时,只有在逆向渠道效率较高的情形下,接受退货并在正常销售期再销售退货产品才能给零售商带来更高的利润.
[Abstract]:Based on rational expectation and strategic customer behavior, this paper studies the return strategies of retailers under uncertain demand conditions, and focuses on the following four return strategies: not accepting returns, accepting returns but not selling return products.Which return strategy can become the optimal return strategy for retailers to accept returns and resell return products during normal sales periods and to receive returns and re-sell return products during discount sales periods.The results show that when the cost of reprocessing is low, it is the optimal return strategy for retailers to accept the return and resell the returned products during the normal sales period, and not to accept the return as the optimal return strategy for the retailers when the cost of reprocessing is high.In a word, when facing the strategic customers who make rational decision in the interperiod, only when the reverse channel is more efficient, can the retailer get higher profit by accepting the return and reselling the return product in the normal sales period.
【作者单位】：南京审计大学管理科学与工程学院;南京审计大学工商管理学院;南京大学商学院;
【基金】：国家自然科学基金资助项目(71471085) 江苏高校优势学科建设工程项目
【分类号】：F274

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