考虑顾客退货的生鲜电商供应链决策及策略选择研究

在由一个生鲜电商平台和一个生鲜农产品批发商组成的O2O供应链中,管理者们认识到,只有链上各成员之间的有效协调,才能为链上的成员带来更多的利润。在考虑价格、交货提前期、建议零售价和配送质量控制水平等因素对生鲜农产品需求影响的基础上,构建含外生变量顾客退货率的两主体博弈模型,运用最优化原理求解不同策略模式下供应链的最优决策。结果显示:在不成熟的市场环境中,生鲜电商平台的最优策略是不允许消费者退货的。当生鲜电商平台采取允许消费者无条件退货为既定的策略时,生鲜电商平台依托自己在供应链中的主导地位,迫使生鲜农产品批发商采取回购策略,将有助于改善生鲜电商平台自身利润和渠道总利润。此外,因交货提前期和配送质量控制水平所涉及的成本占供应链总收益比重较小,因此,二者的变化对改进供应链各成员利润和渠道总利润并不显著。

Decision and Strategy Selection of Fresh Food E-Commerce Supply Chain in Case of Customer Return

Managers have realized that in an O2O supply chain consisting of a fresh food e-commerce platform and a fresh produce wholesaler, the effective coordination among each entity of the chain is necessary for bring more profit to members of the chain. Considering the impact of factors such as price, delivery lead time, suggested retail price and distribution quality control on the demand for fresh agricultural products, we construct a two-agent game model with exogenous customer return rate, and explore the optimal decision-making of the supply chain under different strategy modes by using the principle of optimization. The result shows that in an immature market environment, the optimal strategy of the fresh food e-commerce platform is to not allow consumers to return the product. When the fresh food e-commerce platform adopts the strategy of allowing consumers to return unconditionally, the fresh food e-commerce platform, by virtue of its dominant position in the supply chain, would force manufacturers to adopt buyback policy, which helps to increase the profit of the fresh food e-commerce platform and the total profit of the channel. In addition, since the cost involved in the delivery lead time and the distribution quality control only account for a small proportion of the total revenue of the supply chain, the changes of the two variables are not significant for improving the profit of each member of the supply chain and the total profit of the channel.