Aiming at the problem of return strategy under the omnichannel BOPS model,the impact of cross-return strategy on the optimal pricing,revenue and return strategy choice of omnichannel retailers was analyzed by considering factors such as product matching rate,online return cost and cross-return probability,and by constructing traditional return strategy and cross-return strategy pricing game models respectively under the BOPS model with the help of consumer utility functions.The study shows that:retailers′pricing and demand increase with the increase of product matching rate and cross-return probability,and decrease with the increase of online return cost;the impact of cross-return strategy on retailers′revenue decreases with the in-crease of inconvenience factor;when the product matching rate is small and the inconvenience factor is small or large,or when the product matching rate is large and the inconvenience factor is medium,it is appropriate to use cross-return strategy;the cross-return strategy is not suitable when the cross-return probability and online return processing cost are large.
关键词
全渠道零售/交叉退货策略/消费者效用理论/BOPS模式/交叉退货概率
Key words
omnichannel retailing/cross-return strategy/consumer utility theory/BOPS model/cross-return probability
维普
万方数据