基于BODS的全渠道定价与退款策略

doi:10.12068/j.issn.1005-3026.2024.11.018

东北大学学报（自然科学版） ›› 2024, Vol. 45 ›› Issue (11): 1664-1672.DOI: 10.12068/j.issn.1005-3026.2024.11.018

• 管理科学 • 上一篇

基于BODS的全渠道定价与退款策略

孙月, 郝焕焕, 邱若臻()

东北大学工商管理学院，辽宁沈阳 110169

收稿日期:2024-02-02 出版日期:2024-11-15 发布日期:2025-02-24
通讯作者: 邱若臻
作者简介:孙月（1990-），女，辽宁盘锦人，东北大学博士后研究人员
邱若臻（1980-），男，山东青岛人，东北大学教授，博士生导师.
基金资助:
国家自然科学基金资助项目(72302039);教育部人文社会科学研究项目(22YJA630064);中央高校基本科研业务费专项资金资助项目(N2306007);东北大学博士后科学基金资助项目(20220318)

Omnichannel Pricing and Refunding Strategies Based on BODS

Yue SUN, Huan-huan HAO, Ruo-zhen QIU()

School of Business Administration，Northeastern University，Shenyang 110169，China.

Received:2024-02-02 Online:2024-11-15 Published:2025-02-24
Contact: Ruo-zhen QIU
About author:QIU Ruo-zhen， E-mail： rzqiu@mail.neu.edu.cn

摘要/Abstract

摘要：

针对拥有“线上购买商店配送”（buy?online?and?deliver?from?store，BODS）、“线上购买线上退货”（buy?online?and?return?online，BORO）和“商店购买”（buy in?store，BS）3种销售渠道的全渠道零售商的定价和退款策略优化问题，分别构建了在全额退款策略和部分退款策略下的定价与退款决策模型，确定了零售商的最优价格和退款策略.进一步地，分析了配送范围、不同渠道消费者比例和退至线上或商店的产品残值等因素对最优价格、退款策略以及利润的影响，探究了零售商实施全额退款策略或部分退款策略的条件.最后，通过数值算例进行了验证.结果表明，当退至线上的产品残值小于等于退至商店的产品残值时，部分退款策略优于全额退款策略，反之，商店配送范围内线上渠道消费者中选择BORO渠道的消费者比例将影响零售商的退款策略.

关键词: 全渠道, 定价与退款策略, 线上购买商店配送, 线上购买线上退货, 配送范围

Abstract:

The pricing and refunding decision models for a pricing and refunding problem of an omnichannel retailer with “buy?online?and?deliver?from?store” （BODS）， “buy?online?and?return?

online” （BORO） and “buy in?store” （BS） channels are established under the full and partial refunding strategies. The retailer’ s optimal pricing and refunding strategies are determined. Furthermore， the effects of factors such as the distribution range， the proportion of consumers across channels， and the salvage value of products returned online or in?store on optimal pricing and refunding decisions as well as on the optimal profits are analyzed， and the conditions under which the retailer should implement a full or partial refunding strategy are explored. Finally， numerical studies are verified. The results show that when the salvage value of products returned online is less than or equal to that of products returned to the store， the partial refunding strategy is better. Conversely， the proportion of online consumers who choose BORO within the store distribution range will affect the retailer’s refunding strategies.

Key words: omnichannel, pricing and refunding strategies, buy?online?and?deliver?from?store, buy?online?and?return?online, distribution range

中图分类号:

F 253.4

孙月, 郝焕焕, 邱若臻. 基于BODS的全渠道定价与退款策略[J]. 东北大学学报（自然科学版）, 2024, 45(11): 1664-1672.

Yue SUN, Huan-huan HAO, Ruo-zhen QIU. Omnichannel Pricing and Refunding Strategies Based on BODS[J]. Journal of Northeastern University(Natural Science), 2024, 45(11): 1664-1672.

图/表 7

图1 零售商的销售渠道结构

Fig.1 Distribution channel structure of the retailer

图2 当se>sp时不同α和θ下的最优退款r*和价格p*及利润（a）—最优退款r*；（b）—最优价格p*；（c）—最优利润.

Fig.2 Optimal refunds r*, prices p* and profits for different values of α and θ when se>sp

图3 当se≤sp时不同α和θ下的最优退款r*和价格p*及利润（a）—最优退款r*；（b）—最优价格p*；（c）—最优利润.

Fig.3 Optimal refunds r*, prices p* and profits for different values of α and θ when se≤sp

图4 当se>sp时不同α和x下的最优退款r*和价格p*及利润（a）—最优退款r*；（b）—最优价格p*；（c）—最优利润.

Fig.4 Optimal refunds r*, prices p* and profits for different values of α and x when se>sp

图5 当se≤sp时不同α和x下的最优退款r*和价格p*及利润（a）—最优退款r*；（b）—最优价格p*；（c）—最优利润.

Fig.5 Optimal refunds r*, prices p* and profits for different values of α and x when se≤sp

图6 不同α和θ下的最优退款策略

Fig.6 Optimal refunding strategies with different values of α and θ

图7 不同α和x下的最优退款策略

Fig.7 Optimal refunding strategies with different values of α and x

参考文献 20

1	Gao F， Su X M.Omnichannel retail operations with buy‑online‑and‑pick‑up‑in‑store［J］.Management Science，2017，63（8）：2478-2492.
2	Hu M， Xu X L， Xue W L，et al.Demand pooling in omnichannel operations［J］.Management Science，2022，68（2）：883-894.
3	Kong R X， Luo L， Chen L X，et al.The effects of BOPS implementation under different pricing strategies in omnichannel retailing［J］.Transportation Research Part E：Logistics and Transportation Review，2020，141：102014.
4	刘金荣，徐琪，陈啟.考虑网络退货和渠道成本时全渠道BOPS定价与服务决策［J］.中国管理科学，2019，27（9）：56-67.
	Liu Jin‑rong， Xu Qi， Chen Qi.Pricing and service decision of omni‑channel BOPS：considering online return and channel cost［J］.Chinese Journal of Management Science，2019，27（9）：56-67.
5	Huang M， Jin D L.Impact of buy‑online‑and‑return‑in‑store service on omnichannel retailing：a supply chain competitive perspective［J］.Electronic Commerce Research and Applications，2020，41：100977.
6	Jin D L， Caliskan‑Demirag O， Chen F Y，et al.Omnichannel retailers’ return policy strategies in the presence of competition［J］.International Journal of Production Economics，2020，225：107595.
7	潘文军，缪林.考虑跨渠道退货的双渠道闭环供应链决策研究［J］.中国管理科学，2020，28（6）：112-122.
	Pan Wen‑jun， Miao Lin.Decision making of double channel closed loop supply chain considering cross‑channel returns［J］.Chinese Journal of Management Science，2020，28（6）：112-122.
8	He P， He Y， Xu H.Buy‑online‑and‑deliver‑from‑store strategy for a dual‑channel supply chain considering retailer’s location advantage［J］.Transportation Research Part E：Logistics and Transportation Review，2020，144：102127.
9	Song Y， Fan T J， Tang Y W，et al.Omni‑channel strategies for fresh produce with extra losses in‑store［J］.Transportation Research Part E：Logistics and Transportation Review，2021，148：102243.
10	Fan H R， Khouja M， Zhou J.Design of win‑win return policies for online retailers［J］.European Journal of Operational Research，2022，301（2）：675-693.
11	Khouja M， Ajjan H， Liu X.The effect of return and price adjustment policies on a retailer’s performance［J］.European Journal of Operational Research，2019，276（2）：466-482.
12	Ertekin N， Agrawal A.How does a return period policy change affect multichannel retailer profitability？［J］.Manufacturing & Service Operations Management，2021，23（1）：210-229.
13	Su X M.Consumer returns policies and supply chain performance［J］.Manufacturing & Service Operations Management，2009，11（4）：595-612.
14	Hu W， Li Y J， Govindan K.The impact of consumer returns policies on consignment contracts with inventory control［J］.European Journal of Operational Research，2014，233（2）：398-407.
15	Huang X， Zhang D.Service product design and consumer refund policies［J］.Marketing Science，2020，39（2）：366-381.
16	Shang G Z， Ghosh B P， Galbreth M R.Optimal retail return policies with wardrobing［J］.Production and Operations Management，2017，26（7）：1315-1332.
17	Chen B T， Chen J.When to introduce an online channel，and offer money back guarantees and personalized pricing？［J］.European Journal of Operational Research，2017，257（2）：614-624.
18	Nageswaran L， Cho S H， Scheller-Wolf A.Consumer return policies in omnichannel operations［J］.Management Science，2020，66（12）：5558-5575.
19	Mandal P， Basu P， Saha K.Forays into omnichannel：an online retailer’s strategies for managing product returns［J］.European Journal of Operational Research，2021，292（2）：633-651.
20	Jin M， Li G， Cheng T C E.Buy online and pick up in‑store：design of the service area［J］.European Journal of Operational Research，2018，268（2）：613-623.

基于BODS的全渠道定价与退款策略

Omnichannel Pricing and Refunding Strategies Based on BODS

RichHTML

PDF (PC)

可视化

摘要/Abstract

引用本文

使用本文

图/表 7

参考文献 20

相关文章 0

编辑推荐

Metrics

本文评价