摘要
销售模式和退货策略是现代B2C企业赢得市场的两个重要方面。针对B2C企业在预售与正常销售集成模式中退货问题,构建了基于退款和分担退货费用退货组合模型。通过仿真分析发现,在预售折扣和退货组合制约下B2C企业为实现利润最大化应分别采取以下三种策略:对于低价商品要控制企业分担费用,采取宽松退款策略;对于高价商品则控制企业退款,提高分担退货费用比例的策略;对于中间价格商品需根据市场退款和退货费用偏好合理调整退货组合策略。
Sale mode and return policy are the two important aspects of modern B2 Centerprises concerning to win the market.In this paper,a return combination model based on refund and return cost-sharing is built to deal wit the problem of returning in advance sale and normal sale integration mode of B2 Centerprises.Through simulation analysis,we have found that in order to maximize profits in the constraints of the advance selling discounts and return combination,these enterprises should take the following three strategies respectively.For low-price goods,agenerous refund policy can be adoped to control enterprises cost-sharing.For high-price goods,it's better control enterprises' refunds and improve the cost-sharing ratio of return.For middle-price goods,it is suggested adjust return combination strategy reasonably based on market refund preference and return preference.
出处
《系统工程》
CSSCI
CSCD
北大核心
2015年第5期48-53,共6页
Systems Engineering
基金
国家自然科学基金资助项目(70971036)
国家社科基金后期资助项目(13FGL005)
湖南省软科学项目(12YBA061)
关键词
预售
B2C
退货组合
退货策略
Advance Sale
B2C
Return Combination
Return Policy
