无理由退货与质量要求对卖家销售决策影响机制研究

发布时间：2018-04-25 07:37

本文选题：电商平台 + 无理由退货　；参考：《中国科学技术大学》2016年博士论文

【摘要】：近年来,电子商务在全球范围内迅速发展,而在中国的发展势头则格外迅猛。2015年,全国网上零售额达到38773亿元,成为全球第一大电商市场。随着电子商务的规模化,一些中国电商企业在2010年前后通过平台化形成颇具规模的平台企业,其中最为典型的就是2014年先后在美国完成上市的阿里巴巴和京东。电商平台化有助于电商企业迅速扩张规模,增大平台交易量,从而形成规模经济；同时平台化使得电商企业从在线零售中脱离出来专业运作、完善电子商务体系。但是,在平台化的电子商务领域,产品和服务是由电商平台上的多个卖家向消费者提供的,而这些卖家出于盈利和成本的考虑,往往对品质和服务持不同标准,因此导致消费者体验到的服务和产品质量参差不齐。事实上,一些卖家糟糕的退货服务以及销售质量伪劣商品的行为越来越受到人们的诟病,这些问题甚至已经严重影响消费者的购物体验以及平台的长期可持续发展。在舆论的关注和推动下,政府也开始通过立法等手段加强对电子商务行业的监管。无论是迫于舆论、法律的压力还是出于公司长期发展需要,电商平台都不得不直面电子商务平台上的产品质量和退货服务亟需规范和治理的事实。在电商平台对卖家的退货服务和产品质量管理的实践中,最受人关注的就是电商平台向消费者承诺的无理由退货,以及通过对卖家资质和产品审核的方式来实施的产品质量要求。无理由退货政策是对平台上卖家退货服务的规范,除特殊商品外,在产品完好的情况下,该政策要求卖家在一定的时限内无条件接受消费者的退货。平台质量要求则是对卖家产品质量的监管(质量水平要高于给定的最低质量标准),它通过对新加入平台的卖家进行资质审核以及驱离销售质量伪劣商品卖家的方式提高平台上产品的质量水平,增加消费者在平台上购买的信心。平台管理退货服务和产品质量所采取的无理由退货政策和最低质量要求本质上是对平台上卖家的管理,因此本文对无理由退货政策和平台质量要求的研究主要集中在分析平台的这些政策对卖家包邮、退货服务以及产品质量决策的影响机制。具体来说,本文围绕三个问题展开研究：(1)在无理由退货政策下,单一在线卖家(零售商)面临退货成本的冲击如何通过优化包邮策略(提供包邮服务与否)与退货服务费用(消费者在无理由退货中需要承担的费用)来最大化其销售利润；(2)当平台设置质量要求,单一的在线卖家如何决策其订货质量以及退货服务费用；(3)当平台设置质量要求,平台上某种工业产品卖家销售产品质量的范围会如何变化。通过构建理论模型,本文给出了无理由退货政策下卖家的最优包邮策略和退货服务费用；平台质量要求下卖家的最优订货质量和退货服务费用以及平台上销售某种工业产品卖家产品的质量范围。结合参数分析、数字实验等方法,本文得到一系列有价值的结论：(1)在无理由退货政策下,卖家能够通过联合优化包邮策略和退货服务费用使其收益提高,并在价格波动的情况下保持更为稳定的利润水平。当卖家提供包邮服务时,一般会设置更高的退货服务费用；而当卖家不提供包邮服务时,般会设置一个相对较低的退货服务费用。参数分析显示,所有重要的市场参数包括基础退货量、产品价格、消费者需求对运费的敏感性、消费者需求对退货的敏感性以及消费者退货对退款的敏感性都对卖家的包邮策略和退货服务费用决策有重要影响。卖家可以采取一些积极的行动以影响市场环境,从而确定更为有利的包邮策略和退货服务费用。本文相关的理论结果可以为一些广泛使用的包邮策略和退货服务费设置提供合理的解释,特别是可以有效地解释为什么一些在线卖家会向一些消费者同时提供包邮服务和免费退货服务。(2)最优订货质量水平低于平台最低质量标准的风险中性卖家的决策会受到平台质量要求的影响。在平台设置质量要求的情况下,这些卖家会提高订货质量到最低质量标准水平,而其退货服务费用与平台质量要求的关系取决于市场参数。在相同的成本下,如果提升质量导致的退货量的减少大于增加退货退款导致的需求增加,卖家会降低退货服务费用；否则,卖家会增加退货服务费用。通过将随机因素引入到需求和退货量,本文还研究了风险厌恶卖家在平台质量要求下的最优决策,并且也发现了类似结论。另外,对于被平台质量要求影响的风险厌恶卖家来说,需求波动和退货量波动之间的相关性会对其退货服务费用有多方面的影响,例如,相关系数越大,这些卖家的退货服务费用越小(3)当平台允许卖家完全自由地加入平台并销售其产品时,平台上卖家销售产品的质量水平存在确定的下界和上界。当平台设置高于这个下界的最低质量标准,会有卖家在平台上销售更高质量水平的产品,并且卖家销售产品的质量水平的上界随着平台最低质量标准的增加而增加,随着消费者的风险厌恶、平台收费(固定服务费和单位交易服务费用)的增加而降低。通过进一步对平台的利润分析发现,存在最优的最低质量标准使得平台的利润最大。本文的研究工作基于电商平台的现实背景,从理论上分析了平台无理由退货政策和产品最低质量要求对卖家包邮、退货服务以及产品质量决策的影响机制。相关的结果对于电子商务平台研究和实践都具有一定的价值和意义。
[Abstract]:In recent years, e-commerce has developed rapidly around the world, while the momentum of development in China is particularly rapid in.2015 years. The number of retail sales in China has reached 38773 billion yuan, and it has become the largest market in the world. With the scale of e-commerce, some Chinese e-commerce enterprises have formed a large scale platform enterprise by platform after 2010. The most typical of them is the Alibaba and Jingdong which have been listed in the United States in 2014. E-commerce platform helps e-commerce enterprises to expand the scale rapidly, increase the trading volume of the platform, and thus form a scale economy. At the same time, the platform makes e-commerce enterprises separate from professional operation from online retail and perfect the electronic commerce system. In the platform of e-commerce, products and services are provided to consumers by multiple sellers on the e-commerce platform, and these sellers often hold different standards for quality and service for profit and cost, which leads to the uneven quality of services and products that consumers experience. In fact, some sellers have bad returns. The behavior of serving and selling quality and shoddy goods has been criticized by people. These problems have even seriously affected consumers' shopping experience and the long-term sustainable development of the platform. With the attention and promotion of public opinion, the government has also begun to strengthen the supervision of the electronic commerce industry by means of legislation. The pressure of the law is still due to the long-term development needs of the company. The e-commerce platform has to face the fact that the product quality and the return service on the e-commerce platform need to be standardized and managed. In the practice of the e-commerce platform to the seller's return service and the quality management of the products, the most important note is that the e-commerce platform promises to the consumer. Reasons for the return of goods, and the quality requirements for the seller's qualification and product review. The unwarranted return policy is a standard for the seller's return service on the platform. In addition to the special goods, the policy requires the seller to accept the consumer's return unconditionally within a certain time limit. It is the supervision of the quality of the seller's product (the quality level is higher than the given minimum quality standard). It improves the quality of the product on the platform through the qualification examination to the sellers of the newly joined platform and the sellers of the inferior quality and inferior goods, and increases the confidence of the consumers on the platform. The non justification policy and minimum quality requirements adopted by the product quality are essentially the management of the sellers on the platform. Therefore, the research on the unwarranted return policy and the quality requirements of the platform is mainly focused on the impact mechanism of these policies on the seller's post, the return service and the quality decision of the product. This paper focuses on three problems: (1) under the unwarranted policy of return, a single online seller (retailer) faces the impact of the cost of return on the sales profit by optimizing the postal service (or not) and the cost of the return service (the cost of the consumer in the unwarranted return) to maximize its sales profit; (2) the platform Setting quality requirements, how does a single online seller decide the quality of its order and the cost of return service; (3) how to change the range of the product quality for the seller of some industrial product on the platform when the quality requirements of the platform are set, and the optimal packet mail strategy and return of the seller under the unwarranted return policy are given through the construction of a theoretical model. The cost of goods service; the quality of the seller's best order and the cost of the return service as well as the quality of the seller's product on the platform. Combined with the method of parameter analysis and digital experiment, this paper obtains a series of valuable conclusions: (1) the seller can be optimized by joint optimization under the unwarranted return policy. Package mail strategy and return service cost increase the income and maintain a more stable profit level in the case of price fluctuations. When the seller provides a mail service, it usually sets up a higher return service fee. When the seller does not provide the postal service, a relatively low return service will be set up. Parameter analysis shows that the seller will set up a relatively low return service fee. All important market parameters include basic returns, product prices, consumer demand sensitivity to freight, consumer demand sensitivity to returns, and sensitivity of consumer returns to refunds, which have an important impact on the seller's policy and return on return services. The seller can take some positive actions to affect the city. The theoretical results of this paper can provide a reasonable explanation for some widely used package mail and return service settings, especially to explain why some online sellers will provide a package of postal services and free of charge to some consumers. (2) the decision of the risk neutral seller whose optimal order quality is lower than the minimum quality standard of the platform will be affected by the quality requirements of the platform. In the case of the platform setting quality requirements, these sellers will improve the order quality to the lowest quality standard, and the relationship between the cost of the return service and the quality of the platform depends on the relationship between the cost of the return service and the quality of the platform. At the same cost, at the same cost, the seller will reduce the cost of return service if the reduction of the return amount caused by the quality of the promotion is greater than that caused by the return of refunds. Otherwise, the seller will increase the cost of the return service. By introducing the random factors to the demand and return volume, the risk aversion seller is also studied in the flat. In addition, for risk aversion sellers affected by the quality requirements of the platform, the correlation between demand volatility and return volatility will have multiple effects on the cost of return services, for example, the greater the correlation coefficient, the smaller the cost of the seller's return service (3) When the platform allows the seller to fully freely join the platform and sell its products, the quality level of the seller's sales product on the platform has a definite lower bound and upper bound. When the platform is set above the lowest quality standard of the lower boundary, the seller will sell the higher quality products on the platform, and the seller sells the quality of the product. The upper boundary is increasing with the increase of the minimum quality standard of the platform. As the consumer's risk aversion, the platform fee (fixed service fee and unit transaction service cost) has been reduced. In the realistic background of the business platform, this paper theoretically analyzes the impact mechanism of the platform's unwarranted return policy and the minimum quality requirements of the product to the seller's post, return service and product quality decision making. The related results have certain value and significance for the research and practice of the e-commerce platform.

【学位授予单位】：中国科学技术大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：F203;F721

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