Research on return strategy in the presence of strategic consumers

互联网的普及、网上顾客的评论以及销售商的频繁降价促销训练了顾客的战略等待行为,这加剧了产品供需之间的不匹配性;顾客退货策略所隐含的“保险“机制(提升顾客对产品的期望支付意愿)鼓励了更多顾客购买产品,这反过来产生大量的退货产品,如何处理这些退货产品就成为销售商必须面对的核心问题.文中研究了存在战略顾客时,不再销售、正常再销售与降价再销售退货产品策略如何影响销售商的顾客退货策略设计.结论表明:相对于不提供退货策略,1)不再销售以及降价再销售退货产品策略均降低了销售商利润;2)当再处理成本与退货补偿均较低时,正常再销售退货产品策略能增加销售商利润,相反,如果再处理成本或退货补偿较高,则正常再销售策略也给销售商带来不利影响.The prevalence of Internet,online consumer reviews and seller's frequent discount strategies can train consumers' strategic waiting behavior,which deteriorates product mismatch between supply and demand.On the other hand,the "insurance mechanism"behind the return strategy via improving consumers' willingness to pay for product encourages more consumers to buy products at the regular price,which in turn results in plenty of returned products.How to deal with these returned goods has become a core problem the seller must face.This paper analyze how the three reprocess strategies of returned goods,i.e.,non-resale,regular resale,and discount resale strategy,influence the seller's return strategy design.Our conclusion shows that: compared with the no return strategy,1) The non resale and discount resale strategies decrease the seller's expected profits; 2) When both regular reprocess cost and refund are small,the regular resale strategy could increase the seller's expected profits,however,if either regular reprocess cost or refund is large,the regular resale strategy is also detrimental to the seller's profitability.国家自然科学基金资助项目(71201138;71371158;71371159); 教育部人文社会科学研究青年资助项目(12YJC630264); 福建省自然科学基金资助项目(2012J01304