| 考虑跨渠道退货服务的供应链销售模式选择 |
| Selection of sales models in supply chains with cross-channel return services |
| 摘要点击 9 全文点击 0 投稿时间：2024-07-28 修订日期：2025-03-28 |
| 查看/发表评论 下载PDF阅读器 |
| 中文关键词 双渠道供应链；跨渠道退货；销售模式；定价策略；Stackelberg博弈 |
| 英文关键词 dual-channel supply chain; cross-channel return; sales model; pricing strategy; stackelberg game |
| 基金项目 浙江省哲学社会科学规划领军人才培育专项课题（No.25QNYC016ZD）；国家自然科学基金资助项目（No.72171208）；浙江省自然科学基金重点资助项目（No. LZ24G010001） |
| 作者 | 单位 | 邮编 | | 隆清琦 | 浙江财经大学 | 310018 | | 韩佳芮* | 浙江财经大学 | 310018 | | 范佳怡 | 浙江财经大学 | | | 刘婷 | 浙江财经大学 | |
|
| 中文摘要 |
| 构建了直销-代销与直销-转销双渠道的Stackelberg博弈模型, 分析了跨渠道退货服务水平和退货率对供应链决策的影响, 得出以下结论: (1) 两类双渠道模式中供应商和电商平台的产品最优价格与跨渠道退货服务水平成正比, 代销和转销渠道受跨渠道退货服务水平的影响大于直销渠道; 直销-代销双渠道的产品最优价格随跨渠道退货率增大呈现显著下降趋势, 而直销-转销双渠道的产品最优价格总体呈现上升趋势; (2) 供应商的销售模式选择高度依赖于跨渠道退货率和跨渠道退货服务水平, 当跨渠道退货率较低且跨渠道退货服务水平较高时, 供应商倾向于选择转销模式, 反之, 倾向于选择代销模式; 而无论跨渠道退货率和跨渠道退货服务水平高低, 转销模式较之代销模式更有利于电商平台; (3) 两种双渠道模式中不论产品的跨渠道退货率高低, 供应商倾向于提供较低跨渠道退货服务水平, 且该倾向在直销-代销双渠道中更为明显, 但是电商平台则倾向于供应商提供较高的跨渠道退货服务水平. 创新性的研究视角和结论丰富了平台经济中考虑跨渠道退货服务的双渠道供应链销售模式选择和定价决策理论, 为跨渠道退货的双渠道供应链运营管理提供重要理论指导和管理启示. |
| 英文摘要 |
| Stackelberg game model with dual channels (direct selling & agency selling and direct selling & reselling) analyzes the effects of cross-channel return service levels and return rates on supply chain decisions. Results show that, (1) a positive relationship between optimal product prices and cross-channel return service level, particularly impactful in agency selling and reselling channels than the direct channel. The direct selling & agency selling dual channel experiences a significant price decline with increasing return rates, while the direct selling & reselling dual channel demonstrates an overall upward price trend. (2) The choice of supplier's sales modes is independent of the cross-channel return service level but depends solely on the cross-channel return rate, favoring reselling with higher rates and agency selling with lower rates, aligning with e-commerce platform benefits. (3) Regardless of the cross-channel return rate of the products in the two dual-channel modes, supplier tends to provide a lower cross-channel return service level, notably in the direct selling & agency selling dual channel. Conversely, e-commerce platform prefers supplier offering higher service levels. |
| 关闭 |
|
|
|
|
|
