随着线上线下融合的全渠道模式蓬勃发展,厂商相继退出线上购买线下退货的全渠道退货服务(Buy Online and Return in Store,BORS).考虑了服务差异化与消费者异质双重影响下的全渠道退货的问题,构建同渠道退货和全渠道退货两种退货策略模型,研究产品定价决策与退货策略选择,并分析服务与消费者差异性对供应链定价及退货策略的影响.研究表明,当服务水平达到一定阈值后,消费者会为全渠道退货服务承担一定溢价;供应链提供合理的差异化服务实施差异化竞争,能凸显全渠道退货优势,提升供应链利润.当服务成本低且消费者服务感知较高时,更适合采用全渠道退货策略.
With the continuous improvement of the Internet technology,in addition to the traditional physical shops,retailers have opened up online retail channels,and many have launched multiple retail chan-nels.However,due to the lack of physical perception of the goods in online shopping,the purchased products are easy to fail to meet their needs,resulting in returns.Omni-channel return refers to the emerging return strategy of Buy Online and Return in Store(BORS),which allows consumers to return the goods purchased online at offline stores,enjoy a full refund and complete the return easily.This kind of online and offline chan-nel integration can reduce customers'concerns about product returns,and the convenient return process also makes some online consumers prefer in-store returns.In this paper,we studied the omni-channel return under the influence of the differences of services and consumers,and constructed two return strategy models,namely same-channel return and omni-channel re-turn.Then,we studied product pricing decisions and return strategy choices,and analyzed the impact of the differences of services and consumers on them.The research shows that when the service level reaches a certain threshold,consumers will pay premium for the omni-channel return service;the supply chain providing reasonable differentiated services for differen-tiated competition can highlight the advantages of the omni-channel return and improve supply chain profits.When the service cost is low and the consumers'service perception is high,the omni-channel return strategy is more suitable.Next,through a numerical simulation,we draw the main conclusions and management implications as follows:on the one hand,enterprises should improve the overall service level and reasonably provide differenti-ated services.Specifically,enterprises should carry out more targeted omni-channel return services according to their actual conditions,and provide reasonably differentiated services.Moreover,they should focus on the convenience of the omni-channel return process,simplify the return procedure,and reduce service costs to improve the closed-loop supply chain efficiency in order to meet consumers'demand.On the other hand,enterprises should develop appropriate return policies based on consumer types.When consumers have a higher perception of service,the omni-channel return strategy is always better,be-cause omni-channel return services encourage online consumers to return goods offline,which reduces the re-verse logistics cost of both parties and the trouble of online return,and achieves mutual benefit.When consum-ers'perception of service is low,the cost increased by adopting the omni-channel return strategy is greater than the cost reduction of reverse logistics,at which point,the same-channel return strategy is better.
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