多渠道供应链中的跨渠道退货服务策略研究
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摘要
考虑在一个多渠道供应链结构中,零售商同时拥有实体店和网店,制造商开设直营网店且通过双渠道零售商销售产品。考虑消费者的无产品质量退货现象,研究了双渠道零售商为消费者提供跨渠道退货服务的多渠道整合问题。揭示了零售商愿意提供跨渠道退货服务的条件,探讨了跨渠道退货服务策略对市场均衡的影响,并且构建了制造商和零售商之间基于横向合作处理消费者退货的供应链机制,以改善双方的利润。
In a two-stage supply chain with a manufacturer and a dual-channel retailer,the retailer has both the online and offline channels,and the manufacturer sells its products to the customer through both the retailer's dual-channel and its direct online channel. We investigate the cross-channel product return service of "Buy online,return in-store"provided by the retailer with false failure returns. Firstly,the condition that the retailer is willing to provide the cross-channel return service for consumers is explored. Secondly,the influence of "buy online,return in-store"on the market equilibrium is examined. Moreover,we propose a horizontal cooperation mechanism between the manufacturer and the retailer for dealing with consumers' return,in order to improve the profits of both the manufacturer and retailer.
In a two-stage supply chain with a manufacturer and a dual-channel retailer,the retailer has both the online and offline channels,and the manufacturer sells its products to the customer through both the retailer's dual-channel and its direct online channel. We investigate the cross-channel product return service of "Buy online,return in-store"provided by the retailer with false failure returns. Firstly,the condition that the retailer is willing to provide the cross-channel return service for consumers is explored. Secondly,the influence of "buy online,return in-store"on the market equilibrium is examined. Moreover,we propose a horizontal cooperation mechanism between the manufacturer and the retailer for dealing with consumers' return,in order to improve the profits of both the manufacturer and retailer.
引文
[1] Ferguson M,Guide Jr V D R,Souza G C. Supply chain coordination for false failure returns[J]. Manufacturing&Service Operations Management,2006,8(4):376-393.
[2] Agarwal V. A‘Returning’Problem-Reducing the Quantity and Cost of Product Returns in Consumer Blectronice[R]. Accenture,2011.
[3] Hybris AG. Fulfillment in a multichannel retailing environment:consumer expectations,proven strategies,organizational issues,and technology considerations[R].2012.
[4] Shulman J D,Coughlan A T,Savaskan R C. Optimal restocking fees and information provision in an integrated demand-supply model of product returns[J]. Manufacturing&Service Operations Management,2009,11(4):577-594.
[5] Shulman J D,Coughlan A T,Savaskan R C. Optimal reverse channel structure for consumer product returns[J]. Marketing Science,2010,29(6):1071-1085.
[6] Crocker K J,Letizia P. Optimal policies for recovering the value of consumer returns[J]. Production and Operations Management,2013,23(10):1667-1680.
[7] Shulman J D,Coughlan A T,Savaskan R C. Managing consumer returns in a competitive environment[J].Management Science,2011,57(2):347-362.
[8] McWilliams B. Money-back guarantees:Helping the lowquality retailer[J]. Management Science,2012,58(8):1521-1524.
[9] Choi T M,Li D,Yan H. Optimal returns policy for supply chain with e-marketplace[J]. International Journal of Production Economics,2004,88(2):205-227.
[10] Hendershott T,Zhang J. A model of direct and intermediated sales[J]. Journal of Economics&Management Strategy,2006,15(2):279-316.
[11] Liu Y,Gupta S,Zhang ZJ. Note on self-restraint as an online entry-deterrence strategy[J]. Management Science,2006,52(11):1799-1809.
[12] Wu D,Ray G,Whinston A B. Manufacturers’distribution strategy in the presence of the electronic channel[J]. Journal of Management Information Systems,2008,25(1):167-198.
[13] Davis S,Hagerty M,Gerstner E. Return policies and the optimal level of“hassle”[J]. Journal of Economics and Business,1998,50(5):445-460.
[14] Shankar V,Winer R S. Interactive marketing goes multichannel[J]. Journal of Interactive Marketing,2005,19(2):2-3.
[15] Neslin S A,Grewal D,Leghorn R,et al. Challenges and opportunities in multichannel customer management[J]. Journal of Service Research,2006,9(2):95-112.
[16] Pentina I,Pelton L E,Hasty R W. Performance implications of online entry timing by store-based retailers:a longitudinal investigation[J]. Journal of Retailing,2009,85(2):177-193.
[17] Guide Jr V D R,Souza G C,Van Wassenhove L N,et al. Time value of commercial product returns[J].Management Science,2006,52(8):1200-1214.
[2] Agarwal V. A‘Returning’Problem-Reducing the Quantity and Cost of Product Returns in Consumer Blectronice[R]. Accenture,2011.
[3] Hybris AG. Fulfillment in a multichannel retailing environment:consumer expectations,proven strategies,organizational issues,and technology considerations[R].2012.
[4] Shulman J D,Coughlan A T,Savaskan R C. Optimal restocking fees and information provision in an integrated demand-supply model of product returns[J]. Manufacturing&Service Operations Management,2009,11(4):577-594.
[5] Shulman J D,Coughlan A T,Savaskan R C. Optimal reverse channel structure for consumer product returns[J]. Marketing Science,2010,29(6):1071-1085.
[6] Crocker K J,Letizia P. Optimal policies for recovering the value of consumer returns[J]. Production and Operations Management,2013,23(10):1667-1680.
[7] Shulman J D,Coughlan A T,Savaskan R C. Managing consumer returns in a competitive environment[J].Management Science,2011,57(2):347-362.
[8] McWilliams B. Money-back guarantees:Helping the lowquality retailer[J]. Management Science,2012,58(8):1521-1524.
[9] Choi T M,Li D,Yan H. Optimal returns policy for supply chain with e-marketplace[J]. International Journal of Production Economics,2004,88(2):205-227.
[10] Hendershott T,Zhang J. A model of direct and intermediated sales[J]. Journal of Economics&Management Strategy,2006,15(2):279-316.
[11] Liu Y,Gupta S,Zhang ZJ. Note on self-restraint as an online entry-deterrence strategy[J]. Management Science,2006,52(11):1799-1809.
[12] Wu D,Ray G,Whinston A B. Manufacturers’distribution strategy in the presence of the electronic channel[J]. Journal of Management Information Systems,2008,25(1):167-198.
[13] Davis S,Hagerty M,Gerstner E. Return policies and the optimal level of“hassle”[J]. Journal of Economics and Business,1998,50(5):445-460.
[14] Shankar V,Winer R S. Interactive marketing goes multichannel[J]. Journal of Interactive Marketing,2005,19(2):2-3.
[15] Neslin S A,Grewal D,Leghorn R,et al. Challenges and opportunities in multichannel customer management[J]. Journal of Service Research,2006,9(2):95-112.
[16] Pentina I,Pelton L E,Hasty R W. Performance implications of online entry timing by store-based retailers:a longitudinal investigation[J]. Journal of Retailing,2009,85(2):177-193.
[17] Guide Jr V D R,Souza G C,Van Wassenhove L N,et al. Time value of commercial product returns[J].Management Science,2006,52(8):1200-1214.