退款保证下线上零售商定价与O2O渠道策略
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摘要
从渠道选择和消费者行为角度,研究消费者退货情形下线上零售商最优定价决策与线下体验渠道选择问题,建立了单渠道策略与O2O渠道策略下的供应链博弈模型,通过比较两种渠道策略下的消费者剩余、供应链成员最优定价决策及其利润来考察O2O渠道策略的影响。结果表明,当消费者退货成本较低时,退款保证会使线上零售商提高产品销售价格,消费者需要为退款保证服务支付一定的溢价;线上零售商实施O2O渠道策略存在可行条件,仅当产品符合消费者需求概率较大时,才能有效提升制造商利润水平和消费者剩余;在O2O渠道策略下,产品需求总是增加,但却不一定对供应链系统有利.
This paper analyzes the optimal pricing and offline to online channel strategies in the presence of customer returns, from the perspective of channel choice and consumer purchase behavior. The online retailer offers a money-back guarantee, which allows customers to return products that do not meet their expectations to the retailer for a full refund. Two benchmark models in single-channel and in O2O channel scenarios are established, respectively. Moreover, the impacts of O2O channel on supply chain equilibria, profits and consumer surplus are analyzed. The results show that, the money-back guarantees strategy the online retailers provide can effectively increase the price when the return cost of consumers is relatively low. In addition, the online retailer may have an incentive to add the offline showroom under certain conditions. As the same time, the O2O channel strategies can effectively enhance the manufacture's profit and the consumer surplus when there is greater probability that the products can match the consumer's demand. The O2O channel strategies can always increase demand, but not necessarily increase the supply chain's profit.
This paper analyzes the optimal pricing and offline to online channel strategies in the presence of customer returns, from the perspective of channel choice and consumer purchase behavior. The online retailer offers a money-back guarantee, which allows customers to return products that do not meet their expectations to the retailer for a full refund. Two benchmark models in single-channel and in O2O channel scenarios are established, respectively. Moreover, the impacts of O2O channel on supply chain equilibria, profits and consumer surplus are analyzed. The results show that, the money-back guarantees strategy the online retailers provide can effectively increase the price when the return cost of consumers is relatively low. In addition, the online retailer may have an incentive to add the offline showroom under certain conditions. As the same time, the O2O channel strategies can effectively enhance the manufacture's profit and the consumer surplus when there is greater probability that the products can match the consumer's demand. The O2O channel strategies can always increase demand, but not necessarily increase the supply chain's profit.
引文
[1]Abhishek V,Jerath K,Zhang Z.Agency selling or reselling.Channel structures in electronic retailing.Management Science,2016,62(8):2259-2280.
[2]Rao S,Rabinovich E,Raju D.The role of physical distribution services as determinants of product returns in Internet retailing.Journal of Operations Management,2014,32(6):295-312.
[3]Bell D,Gallino S,Moreno A.Showrooms and information provision in omni-channel retail.Production and Operations Management,2015,24(3):360-362.
[4]金亮,张旭梅,李诗杨.不对称信息下线下到线上O2O供应链佣金契约设计.管理学报,2017,14(6):908-915.Jin L,Zhang X M,Li S Y.Commission contract design in offline to online(O2O)supply chain under asymmetric information.Chinese Journal of Management,2017,14(6):908-915.(in Chinese)
[5]Gallino S,Moreno A.Integration of online and offline channels in retail:The impact of sharing reliable inventory availability information.Management Science,2014,60(6):1434-1451.
[6]Gao F,Su X.Omnichannel retail operations with buy-online-and-pick-up-in-store.Management Science,2017,63(8):2478-2492.
[7]Cao J,So K C,Yin S.Impact of an online-to-store.channel on demand allocation,pricing and profitability.European Journal of Operational Research,2016,248(1):234-245.
[8]吴晓志,陈宏,张俊.考虑在线补贴的零售商水平O2O供应链协调.中国管理科学,2014,22(11):479-484.Wu X Z,Chen H,Zhang J.Coordinating a retailer’s O2O supply chain under online subsidy.Chinese Journal of Management Science,2014,22(11):479-484.(in Chinese)
[9]Zhao F,Wu D,Liang L,et al.Lateral inventory transshipment problem in online-to-offline supply chain.International Journal of Production Research,2016,54(7):1951-1963.
[10]Chen X,Wang X,Jiang X.The impact of power structure on the retail service supply chain with an O2O mixed channel.Journal of the Operational Research Society,2016,67(2):294-301.
[11]范丹丹,徐琪,王文杰.考虑线上线下需求迁移下的供应链O2O最优服务决策研究.中国管理科学,2017,25(11):22-32.Fan D D,Xu Q,Wang W J.Optimal service decision consideration demand shift between online and offline in supply chain O2Osystem.Chinese Journal of Management Science,2017,25(11):22-32.(in Chinese)
[12]Bell D R,Gallino S,Moreno A.How to win in an omnichannel world.MIT Sloan Management Review,2014,56(1):44-53.
[13]Chopra S.How omni-channel can be the future of retailing.Decision,2016,43(2):135-144.
[14]Gao F,Su X.Online and offline information for omnichannel retailing.Manufacturing&Service Operations Management,2017,19(1):84-98.
[15]Dzyabura D,Jagabathula S.Offline assortment optimization in the presence of an online channel.Management Science,2018,64(6):2473-2972.
[16]Gu J Z,Tayi G K.Consumer pseudo-showrooming and omni-channel product placement strategies.MIS Quarterly,2017,41(2):583-606.
[17]金亮,张旭梅,但斌,等.交叉销售下“线下体验+线上零售”的O2O供应链佣金契约设计.中国管理科学,2017,25(11):33-46.Jin L,Zhang X M,Dan B,et al.Commission contract design in“offline evaluation,online purchase”supply chain in the presence of cross-selling.Chinese Journal of Management Science,2017,25(11):33-46.(in Chinese)
[18]Chen J,Bell P C.The impact of customer returns on pricing and order decisions.European Journal of Operational Research,2009,195(1):280-295.
[19]McWilliams B.Money-back guarantees:Helping the low-quality retailer.Management Science,2012,58(8):1521-1524.
[20]Akc?ay Y,Boyac I T,Zhang D.Selling with money-back guarantees:The impact on prices,quantities,and retail profitability.Production and Operations Management,2013,22(4):777-791.
[21]Hsiao L,Chen Y J.Return policy:Hassle-free or your money-back guarantee.Naval Research Logistics,2014,61(5):403-417.
[22]黄宗盛,聂佳佳,赵映雪.基于有限理性消费者的竞争性退款保证策略.中国管理科学,2016,24(1):116-123.Huang Z S,Nie J J,Zhao Y X.Money-back guarantee in the presence of bound rational consumers.Chinese Journal of Management Science,2017,24(1):116-123.(in Chinese)
[23]黄宗盛,聂佳佳,赵映雪.基于消费者满意的双渠道销售商退款保证策略研究.中国管理科学,2016,24(2):61-68.Huang Z S,Nie J J,Zhao Y X.The choice of money-back guarantee of dual channel retailer.Chinese Journal of Management Science,2017,24(2):61-68.(in Chinese)
[24]Chen B,Chen J.When to introduce an online channel,and offer money back guarantees and personalized pricing.European Journal of Operational Research,2017,257(2):614-624.
[25]Chen B,Chen J.Compete in price or service:A study of personalized pricing and money back guarantee.Journal of Retailing,2017,93(2):154-171.
[26]Mehra A,Kumar S,Raju J S.Competitive strategies for brick-and-mortar stores to counter’showrooming’.Management Science,2018,64(4):2973-3468.
[27]刘咏梅,周笛,陈晓红.考虑线下零售商服务成本差异的BOPS渠道整合.系统工程学报,2018,33(1):90-102.Liu Y M,Zhou D,Chen X H.Channel integration of BOPS considering off-line sales effort differences.Journal of Systems Engineering,2018,33(1):90-102.(in Chinese)
[28]陈敬贤.顾客退货影响的零售商定价和库存博弈模型.系统工程学报,2014,29(1):96-103.Chen J X.A pricing and inventory game model of competitive retailers with customer returns.Journal of Systems Engineering,2014,29(1):96-103.(in Chinese)
[29]陈波,强科栋.考虑网络外部性与客户忠诚的网络服务价控策略.系统工程学报,2017,32(5):577-587.Chen B,Qiang K D.Internet service pricing strategy considering network externalities and customer loyalty.Journal of Systems Engineering,2017,32(5):577-587.(in Chinese)
[30]杨雷,常娜.考虑退货运费险情况下的供应链运作决策研究.系统工程学报,2018,33(1):116-124.Yang L,Chang N.Study of operation decision in supply chains considering freight back insurance.Journal of Systems Engineering,2018,33(1):116-124.(in Chinese)
[2]Rao S,Rabinovich E,Raju D.The role of physical distribution services as determinants of product returns in Internet retailing.Journal of Operations Management,2014,32(6):295-312.
[3]Bell D,Gallino S,Moreno A.Showrooms and information provision in omni-channel retail.Production and Operations Management,2015,24(3):360-362.
[4]金亮,张旭梅,李诗杨.不对称信息下线下到线上O2O供应链佣金契约设计.管理学报,2017,14(6):908-915.Jin L,Zhang X M,Li S Y.Commission contract design in offline to online(O2O)supply chain under asymmetric information.Chinese Journal of Management,2017,14(6):908-915.(in Chinese)
[5]Gallino S,Moreno A.Integration of online and offline channels in retail:The impact of sharing reliable inventory availability information.Management Science,2014,60(6):1434-1451.
[6]Gao F,Su X.Omnichannel retail operations with buy-online-and-pick-up-in-store.Management Science,2017,63(8):2478-2492.
[7]Cao J,So K C,Yin S.Impact of an online-to-store.channel on demand allocation,pricing and profitability.European Journal of Operational Research,2016,248(1):234-245.
[8]吴晓志,陈宏,张俊.考虑在线补贴的零售商水平O2O供应链协调.中国管理科学,2014,22(11):479-484.Wu X Z,Chen H,Zhang J.Coordinating a retailer’s O2O supply chain under online subsidy.Chinese Journal of Management Science,2014,22(11):479-484.(in Chinese)
[9]Zhao F,Wu D,Liang L,et al.Lateral inventory transshipment problem in online-to-offline supply chain.International Journal of Production Research,2016,54(7):1951-1963.
[10]Chen X,Wang X,Jiang X.The impact of power structure on the retail service supply chain with an O2O mixed channel.Journal of the Operational Research Society,2016,67(2):294-301.
[11]范丹丹,徐琪,王文杰.考虑线上线下需求迁移下的供应链O2O最优服务决策研究.中国管理科学,2017,25(11):22-32.Fan D D,Xu Q,Wang W J.Optimal service decision consideration demand shift between online and offline in supply chain O2Osystem.Chinese Journal of Management Science,2017,25(11):22-32.(in Chinese)
[12]Bell D R,Gallino S,Moreno A.How to win in an omnichannel world.MIT Sloan Management Review,2014,56(1):44-53.
[13]Chopra S.How omni-channel can be the future of retailing.Decision,2016,43(2):135-144.
[14]Gao F,Su X.Online and offline information for omnichannel retailing.Manufacturing&Service Operations Management,2017,19(1):84-98.
[15]Dzyabura D,Jagabathula S.Offline assortment optimization in the presence of an online channel.Management Science,2018,64(6):2473-2972.
[16]Gu J Z,Tayi G K.Consumer pseudo-showrooming and omni-channel product placement strategies.MIS Quarterly,2017,41(2):583-606.
[17]金亮,张旭梅,但斌,等.交叉销售下“线下体验+线上零售”的O2O供应链佣金契约设计.中国管理科学,2017,25(11):33-46.Jin L,Zhang X M,Dan B,et al.Commission contract design in“offline evaluation,online purchase”supply chain in the presence of cross-selling.Chinese Journal of Management Science,2017,25(11):33-46.(in Chinese)
[18]Chen J,Bell P C.The impact of customer returns on pricing and order decisions.European Journal of Operational Research,2009,195(1):280-295.
[19]McWilliams B.Money-back guarantees:Helping the low-quality retailer.Management Science,2012,58(8):1521-1524.
[20]Akc?ay Y,Boyac I T,Zhang D.Selling with money-back guarantees:The impact on prices,quantities,and retail profitability.Production and Operations Management,2013,22(4):777-791.
[21]Hsiao L,Chen Y J.Return policy:Hassle-free or your money-back guarantee.Naval Research Logistics,2014,61(5):403-417.
[22]黄宗盛,聂佳佳,赵映雪.基于有限理性消费者的竞争性退款保证策略.中国管理科学,2016,24(1):116-123.Huang Z S,Nie J J,Zhao Y X.Money-back guarantee in the presence of bound rational consumers.Chinese Journal of Management Science,2017,24(1):116-123.(in Chinese)
[23]黄宗盛,聂佳佳,赵映雪.基于消费者满意的双渠道销售商退款保证策略研究.中国管理科学,2016,24(2):61-68.Huang Z S,Nie J J,Zhao Y X.The choice of money-back guarantee of dual channel retailer.Chinese Journal of Management Science,2017,24(2):61-68.(in Chinese)
[24]Chen B,Chen J.When to introduce an online channel,and offer money back guarantees and personalized pricing.European Journal of Operational Research,2017,257(2):614-624.
[25]Chen B,Chen J.Compete in price or service:A study of personalized pricing and money back guarantee.Journal of Retailing,2017,93(2):154-171.
[26]Mehra A,Kumar S,Raju J S.Competitive strategies for brick-and-mortar stores to counter’showrooming’.Management Science,2018,64(4):2973-3468.
[27]刘咏梅,周笛,陈晓红.考虑线下零售商服务成本差异的BOPS渠道整合.系统工程学报,2018,33(1):90-102.Liu Y M,Zhou D,Chen X H.Channel integration of BOPS considering off-line sales effort differences.Journal of Systems Engineering,2018,33(1):90-102.(in Chinese)
[28]陈敬贤.顾客退货影响的零售商定价和库存博弈模型.系统工程学报,2014,29(1):96-103.Chen J X.A pricing and inventory game model of competitive retailers with customer returns.Journal of Systems Engineering,2014,29(1):96-103.(in Chinese)
[29]陈波,强科栋.考虑网络外部性与客户忠诚的网络服务价控策略.系统工程学报,2017,32(5):577-587.Chen B,Qiang K D.Internet service pricing strategy considering network externalities and customer loyalty.Journal of Systems Engineering,2017,32(5):577-587.(in Chinese)
[30]杨雷,常娜.考虑退货运费险情况下的供应链运作决策研究.系统工程学报,2018,33(1):116-124.Yang L,Chang N.Study of operation decision in supply chains considering freight back insurance.Journal of Systems Engineering,2018,33(1):116-124.(in Chinese)