【作者】 张强；

【导师】 赵菊； 蒋宗明；

【作者基本信息】 合肥工业大学 ， 物流工程（专业学位）， 2020， 硕士

【摘要】 中国电子商务规模持续扩大,自2016年开始从超高速增长期进入到相对稳定的发展期,但2019年上半年,实物商品网上零售额同比增长仍高达21.6%,电子商务继续承担国民经济发展的强大源动力。退货是网上购物不可避免的问题,不同的退货方式给消费者带来不同的心理预期,从而影响消费者的购物行为。那么合理的处理方式,不仅可以促使消费者购买,而且可以为企业增加收益。针对退货问题,越来越多的电商企业允许全渠道退货,允许从线上商店购买的产品可以退回实体店。38%的电商企业报告BORIS(在线购买线下退货)退货增加,93%的电商企业在2018年度报告中看到相同或更多的BORIS退货。BORIS退货的增加,不仅降低了消费者退货损失,而且推动了新的需求。因此,本文通过建模分析合作全渠道退货策略和自营全渠道退货策略对电商企业、消费者的影响,为电商企业选择全渠道退货策略提供理论指导。本文分别建立了合作全渠道退货策略和自营全渠道退货策略博弈模型,分析电商企业如何决策最优全渠道退货策略。研究表明:(1)在电商企业合作全渠道退货策略模型下,当电商企业实体店退货产品处理成本较小时或匹配率较大时或消费者线上退货损失较大时,合作全渠道退货策略总是占优的。(2)在电商企业自营全渠道退货渠道策略模型下,当交叉收益较低时或电商企业实体店退货产品处理成本较小时或电商企业实体店退货产品处理成本极小时,自营全渠道退货策略总是占优的。(3)同时考虑合作全渠道退货策略和自营全渠道退货策略时,线下产品成本较小、交叉收益较大时,电商企业选择自营全渠道退货策略是最优的。(4)对比合作全渠道退货策略和自营全渠道退货策略时,电商企业实施合作全渠道退货策略的消费者线上退货损失临界值大于实施自营全渠道退货策略下的临界值;实施合作全渠道退货策略的实体店退货产品处理成本临界值小于实施自营全渠道退货策略下的临界值。更多还原

【Abstract】 The scale of China’s e-commerce has continued to expand,and it has entered a relatively stable period of development since 2016,but in the first half of 2019,the online retail sales of physical goods still increased by 21.6% year-on-year.E-commerce continues to bear the national economic development Powerful source power.Returned goods [The first paragraph should write about the background of all-channel returns.] Is an inevitable problem for online shopping.Different return methods bring different psychological expectations to consumers,which affects consumers’ shopping behavior.Such a reasonable processing method can not only prompt consumers to purchase,but also increase profits for enterprises.In response to the return problem,more and more e-commerce companies allow omni-channel returns,allowing products purchased from online stores to be returned to physical stores.38% of e-commerce companies reported an increase in BORIS(online purchase offline returns)returns,and 93% of e-commerce companies saw the same or more BORIS returns in the 2018 annual report.The increase in BORIS returns not only reduces consumer return losses,but also drives new demand.Therefore,this article analyzes the impact of cooperative omni-channel return strategies and self-operated omni-channel return strategies on e-commerce enterprises and consumers through modeling,and provides theoretical guidance for e-commerce enterprises to choose omni-channel return strategies.This article establishes a game model of cooperative omni-channel return strategy and self-operated omni-channel return strategy,and analyzes how e-commerce companies decide the optimal omni-channel return strategy.The research shows that:(1)Under the omni-channel return strategy of e-commerce enterprise cooperation,when the processing cost of returned products in the physical store of the e-commerce enterprise is small,when the matching rate is large,and when the consumer’s online return loss is large,the cooperation is complete Channel return strategies always prevail.(2)Under the e-commerce enterprise’s self-operated omni-channel return channel strategy,when the cross-return is low,when the omni-channel e-commerce enterprise physical store returns product processing cost is small,when the omni-channel e-commerce enterprise physical store returns product processing cost In very small hours,self-operated omni-channel return strategies always prevail.(3)When considering both the cooperative omni-channel return strategy and the self-operated omni-channel return strategy,when the offline product cost is greater than the threshold and the cross-return is greater than the threshold,it is optimal for the e-commerce enterprise to choose the self-operated omni-channel return strategy.(4)When comparing the cooperative omni-channel return strategy and the self-operated omni-channel return strategy,the online consumer return loss threshold of the e-commerce enterprise implementing the cooperative omni-channel return strategy is greater than the value under the self-operated omni-channel return strategy;implementing cooperation The critical value of the physical product return product processing cost of the omni-channel return strategy is less than the critical value of the physical store return product processing cost under the self-operated omni-channel return policy.更多还原