Research on Decision and Operation of Apparel Enterprises'E-commerce Considering Consumer Returns
Considering the consumer refund behavior under the return policy of the e-commerce platform,the parameters such as the e-commerce service ability of apparel enterprises,the sensitivity coefficient of consumers to the e-commerce service ability,and the sensitivity coefficient of the e-commerce sales volume to the quantity of returns are introduced to study the e-commerce operation decision-making problem of apparel enterprises.Through the simulation analysis,the results show that:(1)The market demand is affected by the selling price and the e-commerce service ability,and there is a positive correlation between the return quantity and the e-commerce sales.(2)With the improvement of consumers'perception of apparel enterprises'e-commerce service capability,it will lead to the improvement of apparel e-commerce selling price,e-commerce service capability,market share and profit.(3)Apparel enterprises can adjust the selling price to match their e-commerce service level,so as to reduce the return rate and increase sales and profits.The research conclusions can provide reference for the optimization of e-commerce operation decision-making of apparel enterprises.
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