考虑消费者退货行为的网络零售企业退换货组合决策研究

Customer’s return behavior caused by purchasing-experiencing separation of online selling severely restricts the development of online retail industry, and distorts production, pricing and inventory decision of the enterprises. Considering customer’s return behavior, return decision for the e-tailer has become a very critical and unavoidable topic in supply chain management. By using the game theory and supply chain management theory, this project will study the e-tailer’s return policies with the consideration of customer’s return behavior, which includes the following four parts: (1) constructing model on market demand and the customer’s return behavior in the non-matching online transaction; (2) studying the return policy for the e-tailer based on partial or full refund and return period; (3) studying the return policy for the e-tailer based on not only partial or full refund and return period, but also replacement period; (4) studying the return policy for the e-tailer based on return channel. The key problem is how to quantify the customer’s return behavior, how to build and solve the model based on partial or full refund, return period, and replacement period, and how to construct and solve the model based on indirect return channel. Hope the project can enrich the return management theories and methods in internet environment, and provide basic theory reference value for the e-tailer to develop network market.

网络环境下消费者购物和体验相分离所引发的大量消费者退换货严重制约了网络零售行业的发展，并扭曲了企业的生产、定价与库存决策。考虑到消费者退换货行为，进行网络零售企业退换货决策已成为一个十分严峻、而又无法回避的供应链管理问题。本课题考虑到消费者退换货行为，综合运用博弈论和供应链管理理论与方法，研究网络零售企业的退换货决策。研究内容包含：（1）考虑在线非匹配交易的消费者退换货行为与市场需求建模；（2）基于退货金额、退货期限的网络零售企业退货组合决策；（3）基于退货金额、退货期限、换货期限的网络零售企业退换货组合决策；（4）考虑退换货渠道的网络零售企业退换货组合决策。关键问题在于消费者退换货行为的定量刻画，基于退货金额、退换货期限的退换货模型，以及基于间接退换货渠道的模型构建。研究成果有助于完善互联网环境下的退货管理理论与方法，并为电子商务企业开展网络营销提供相应的管理理论与决策支持。

随着Internet的快速发展，网络购物得到快速发展。然而网络环境下由于消费者购物与实际体验相分离，这又导致了大量的在线非匹配交易。由此引发的大量消费者退换货严重制约了网络零售行业的发展，并扭曲了企业的生产、定价与库存决策。考虑到消费者退换货行为，进行网络零售企业产品定价与退货决策已成为一个十分严峻、而又无法回避的供应链管理问题。本课题考虑到消费者退换货行为，综合运用博弈论和供应链管理理论与方法，研究网络零售企业的退换货决策。研究内容包含：（1）考虑在线非匹配交易的消费者退换货行为与市场需求建模；（2）基于退货金额（全额退货、部分退货、不允许退货）的网络零售企业产品定价与退货决策；（3）基于退货金额、退货期限的网络零售企业产品定价与退货决策；（4）基于在线定制的网络零售企业产品定价与退货决策。通过本项目的研究，给出了网络购物环境下消费者需求函数，基于退货金额的退货决策模型、基于退货金额与退货期限的退货决策模型，以及基于在线定制的退货决策模型。结果表明，退货金额与退货期限的适当匹配，可以控制退货成本、提高企业利润。本项目的研究成果有助于完善互联网环境下的退货管理理论与方法，并为电子商务企业开展网络营销提供相应的管理理论与决策支持。