基于顾客体验跃迁的全渠道退货机制研究

For non digital and uncertain products, it is difficult for customers to fully understand whether the product matches its requirements (that is, the existence of matching uncertainty), which reduces the purchase tendency. Providing returns guarantees has become an effective strategy for retailers, but customer return is one of the important factors for the complexity of operation and management and the decrease of profit margins, especially under the omni channel disturbance? Moreover, customer experience can not only effectively prevent the low matching customers from buying by revealing the uncertainty of matching before purchase, so as to enhance the operation efficiency and profits of retailers, and can also attract more customers to buy products and bring in demand generation benefits. However, if the customer experience is affected by the sales target of the retailers, this may aggravate the mismatch of the product. Therefore, this study focuses on the evolution mechanism of customer experience transition and designs omni channel return mechanism based on purchase experience, return experience and intelligence experience by using big data technology, theoretical modeling and computational experiments, in order to provide scientific theoretical and technical support for retailers to realize the two transformation (from selling products and services to transforming customers and marketing lifestyles, from profit centers to value based retail infrastructure providers) and the customer 's "less return" and "convenient return".

对于非数字化、不确定性产品，顾客难以完全了解产品是否匹配其要求(即存在匹配不确定性)，降低了购买倾向。提供退货保证虽已成为零售商的有效策略，但顾客退货却是零售商运营管理复杂化与利润率下降的重要因素之一，尤其是全渠道的扰动下？此外，顾客体验不仅通过减少购买前的匹配不确定性，有效阻止低匹配性顾客(其选择退货)购买产品从而提升企业的运营效率收益；还能吸引更多顾客购买产品，并带来需求挖掘收益。但是，若顾客体验受到零售商销售目标的影响，这可能加剧产品不匹配性。因此，本课题运用大数据技术、理论建模与计算实验等方法，着重研究顾客体验跃迁的演化机理；购买体验、退货体验与智慧体验下的全渠道退货机制设计等；以期为零售商实现两个转型(从单纯销售产品与服务向经营顾客和销售生活方式转型，从利润中心向基于价值中心的“零售基础设施服务商”转型)以及顾客“少退货”与“便利退货”等提供科学的理论与技术支持。

项目组紧密结合项目计划要点，运用大数据技术、建模与优化和计算实验等方法，全面研究了顾客体验跃迁的演化机理；购买体验、退货体验与智慧体验下的全渠道退货机制设计等理论与关键技术，主要成果包括：(1)针对拥有在线渠道和实体店的全渠道零售商，考察有效管理顾客退货的三种创新机制：线上购物-到店退货，退货运费险以及虚拟试用体验，前两种创新机制通过减少退货成本来提高退货体验，第三种机制使得线上顾客能够在不光顾实体店的情况下评估产品的匹配程度，提升虚拟体验。零售商可以从顾客光顾门店和进行额外的购物中获得交叉销售收益。通过构建理论模型，评估了三种创新机制下交叉销售对管理顾客退货的影响。(2)探讨了在线零售商采用线下展厅体验与线上人工智能技术提供的虚拟现实体验如何影响顾客的退货行为和零售商的退货决策。结论证实了人工智能体验是否优于展厅体验取决于人工智能降低产品匹配不确定性概率以及推荐产品的边际收益。(3)研究了考虑战略顾客行为(即在更长时间内理性选择购买时机的行为)时，全渠道零售商采用原渠道退货策略与跨渠道退货策略的价值。(4)针对源于隐性匹配不确定性(即使产品满足顾客要求，顾客仍选择退货)的顾客投机退货行为同样扰乱零售商的退货机制设计等问题。探讨了零售商提供购买体验和退货体验能否有效应对顾客投机行为。.本项目组不仅紧密结合原计划要点，同时关注全渠道设计、排放规制、战略顾客行为、顾客环境意识等理念，研究了能源使用性产品在非使用阶段以及使用阶段都会产生碳排放量时，排放规制的管制性干预以及顾客环境意识对产品升级和绿色创新的影响。所得到这些成果为零售商利用虚拟体验、退货体验与智慧体验等实现从单纯销售产品与服务向经营顾客和销售生活方式转型，从利润中心向基于价值中心的“零售基础设施服务商”两大转型以及顾客“少退货”与“便利退货”等提供科学的理论与技术支持。