基于顾客现状偏好的供应链无理由退货策略

工业工程 ›› 2012, Vol. 15 ›› Issue (1): 33-38.

基于顾客现状偏好的供应链无理由退货策略

天津大学管理与经济学部，天津 300072

出版日期:2012-02-29 发布日期:2012-03-13
作者简介: 姜宏（1983-），女，辽宁省人，博士研究生，主要研究方向为物流与供应链管理.
基金资助:
国家自然科学基金资助项目（70971095）

A Research on the Return Policy without Reason in Supply Chain Based on Consumer Status Quo Bias

Department of Management and Economics, Tianjin University, Tianjin 300072, China

Online:2012-02-29 Published:2012-03-13

摘要/Abstract

摘要： 首次将顾客现状偏好因素引入到供应链无理由退货策略中，主要研究了当制造商和零售商之间存在回扣契约或销售折扣契约时，供应链及其成员的最优无理由退货策略问题。文中通过对供应链无理由退货策略进行建模分析，分别得出了在不同契约中供应链整体和零售商的最优退货价格以及二者的双边际效益情况，并且发现了部分契约可以通过调整契约参数来消除这种矛盾边际效益现象，以此来实现供应链的协调。

关键词: , 顾客行为；现状偏好；无理由退货策略；供应链

Abstract: In this paper, the issue of the return policy without reason (RPWR) in a supply chain is discussed and, for the first time, consumer status quo bias is taken into account. The supply chain concerned is composed of a manufacturer and a retailer and there is a contract of buyback or salesrebate between the manufacture and the retailer. The objective is to pursue an optimal RPWR for both the supply chain and its members. A mathematical model is developed for the problem. With the model, the optimal refund for both the supply chain and the retailer under different contracts is found. Also, the double marginal utility between the retailer and supply chain is analyzed. It is found that contradictory phenomena in some contracts can be eliminated by adjusting the contractual parameters so as to coordinate the supply chain.

Key words: consumer behavior, status quo bias, return policy without reason, supply chain

姜宏，齐二石，杨道箭，霍艳芳. 基于顾客现状偏好的供应链无理由退货策略[J]. 工业工程, 2012, 15(1): 33-38.

Jiang Hong, Qi Ershi, Yang Daojian, Huo Yanfang. A Research on the Return Policy without Reason in Supply Chain Based on Consumer Status Quo Bias[J]. Industrial Engineering Journal , 2012, 15(1): 33-38.

参考文献

［1］Lawton C. The war on returns［N］. Wall Street Journal, 2008-08-18(1). ［2］贾君. 北京商场超市推行无理由退货［N］.中国消费者报, 2008-7-21(A1). ［3］郑黎. 无理由退货离我们有多远?［EB/OL］.(2008-06-11). http:∥www.gd315.gov.cn/focus/200806/2171.html. ［4］叶根琴. 杭州无障碍退货半年报告:7000多件商品成功获退［EB/OL］.(2009-10-14).http:www.zj.xinhuanet.com/newscenter/200910/14/content_17935927.htm. ［5］Hess J D, Chu W, Gerstner E. Controlling product returns in direct marketing［J］. Marketing Letters, 1996, 7(4): 307-317. ［6］Chu W, Gerstner E, Hess J D. Managing dissatisfaction: how to decrease consumer opportunism by partial refunds［J］.Journal of Service Research,1998,1(2):140-155. ［7］Davis S, Hagerty M, Gerstner E. Return policies and the optimal level of “Hassle”［J］.Journal of Economic Business, 1998,50(5):445-460. ［8］Yabalik B, Petruzzi N C, Chhajed D. An integrated product returns model with logistics and marketing coordination ［J］.European Journal of Operational Research, 2005, 161(1):162-181. ［9］Su X. Consumer returns policies and supply chain performance ［J］. Manufacturing and Service Operations Management,2009,11(4):595-612. ［10］Kahneman D, Knetsch J L, Thaler R H. The endowment effect, loss aversion, and the status quo bias［J］.Journal of Economic Perspectives, 1991, 5(1): 193-206. ［11］Su X. A model of consumer inertia with applications to dynamic pricing ［J］.Production and Operations Management, 2009, 18(4): 365-380. ［12］申成霖. 服务水平约束下考虑顾客退货策略的供应链契约协同研究［J］. 工业工程, 2010, 13(12): 33-38. Shen Chenglin. Study on supply chain contract coordination with consumers return policy under service level constraint ［J］. Industrial Engineering Journal, 2010, 13(12): 33-38.

[1]	曾令鹤1, 吴文建2, 史乐峰3 . 基于PPP模式的电动汽车充电服务定价模型[J]. 工业工程, 2016, 19(4): 25-29.
[2]	陈晔，曹帅，徐海燕，卢波. 以顾客需求导向的产品评价体系构建研究[J]. 工业工程, 2016, 19(4): 30-35.
[3]	章添霞，李慧. 考虑运输速度和碳排放的易腐食品供应链网络优化研究[J]. 工业工程, 2016, 19(4): 83-89.
[4]	荆旭1,3，李春华2, 范秀敏3，何其昌3. 基于驾驶员身体特征和操作姿态的汽车内饰按键操作便捷性建模[J]. 工业工程, 2016, 19(4): 122-130.
[5]	万方华1, 王晓琪2, 张洪3, 丁诗泳3, 陈建国1, 王通德1, 潘文斌1. 基于KPLS的滚动轴承装配质量预测[J]. 工业工程, 2016, 19(4): 136-139.
[6]	胡荣，李东亚，江超，许跃凤. 基于多航线产品的航空公司市场价格竞争研究[J]. 工业工程, 2016, 19(4): 1-7.
[7]	贺晓虎，谢勇，王红卫. 酒品包装生产中动态缓冲管理机制[J]. 工业工程, 2016, 19(1): 66-73.
[8]	黄放1，孙林辉2，陈菊红1，孙瑜2，程玉孔2. 网店从业人员MSDs的职业病研究[J]. 工业工程, 2016, 19(1): 97-101.
[9]	杨勇1, 付强1, 史慧2. 二部制契约下供应链内外部融资模式比较分析[J]. 工业工程, 2016, 19(1): 129-134.
[10]	桂达1, 朱海平1, 廖嘉伟1，杨馥铭1, 余志强2. 基于混合算法的飞机多层次装配计划优化及应用[J]. 工业工程, 2015, 18(6): 8-18.
[11]	葛安华，邹银萍. 基于价值流的S生产线的精益改善研究[J]. 工业工程, 2015, 18(6): 19-25.
[12]	黄明田1,2,储雪俭1,2. 基于RFID和二维码技术应用的服装电商物流运作模式研究[J]. 工业工程, 2015, 18(6): 49-54.
[13]	董克1,2，吕文元1. 旧设备租赁的周期预防维护策略优化[J]. 工业工程, 2015, 18(5): 14-19.
[14]	陈淑玲1,2，李铁克1,2，王柏琳1,2. 考虑加班因素的订单接受问题优化模型与算法[J]. 工业工程, 2015, 18(2): 1-08.
[15]	安岩, 邹志红, 王晓静. 基于粗糙集理论的水质模糊综合评价[J]. 工业工程, 2015, 18(1): 1-05.