考虑产品信息披露和消费者退货的双渠道供应链运营策略研究

In recent years, facing great challenges of electronic commerce, more and more traditional retailers have established online channels which result in double-channel channel structures. However, high volumes of returns have arisen because consumers fail to feel and touch products before making online purchase decision, which has put great pressure on firms’ finance and operations. To this end, drawing on consumer utility theory, supply chain management and game theory, this project will first construct a series of supply chain models and then develop the corresponding solution procedures, by endogenizing the process of consumer searching and purchase decision-making and incorporating online product information provision and return policies. By examining these equilibrium solutions and investigating the effects of the environmental parameters on these results, we will analyze the introduction of online channel and the choice of sales channels by the retailer and the supplier. Furthermore, we will derive the optimal online product provision policy and consumer returns policy in such supply chain settings as various channel structures and opportunistic consumers, and assess the effects on the mode of doing business between the retailer and the supplier. Hopefully, the implementation of the project will broaden the research scope of pricing and operations management issues of double-channel supply chain, boost the interactions of operations management and information systems, deepen research about relevant theories, and finally provide managerial insights to better tackle returning problems and improve double-channel supply chain efficiencies.

为应对网络销售渠道的冲击，传统零售商纷纷开辟网络渠道，形成线上线下双渠道格局。然而，消费者对网上产品感知不足造成了大量退货，这给企业带来了巨大的财务和运作压力。在此背景下，本项目拟以消费者效用、供应链管理和博弈论等为理论基础，引入消费者的产品搜索和购物决策过程，集成供应链的售前产品信息披露策略和售后消费者退货策略，构建相应的供应链决策模型并设计相关求解方法，以此为基础分析零售商与供应商的渠道引入与渠道选择问题，进而研究不同渠道模式、消费者机会主义行为等情境下企业的信息披露和退货决策优化方案，及其对零供之间交易模式的影响。希望本项目的实施能够一定程度上拓展双渠道供应链定价及运作策略的管理理论，加强信息管理和运作管理研究的交互，促进相关研究工作的深化，为更好地解决退货问题和提高双渠道供应链管理效益提供理论指导。

为应对网络销售渠道的冲击，传统零售商纷纷开辟网络渠道，形成线上线下双渠道格局。然而，消费者对网上产品感知不足造成了大量退货，这给企业带来巨大的财务和运作压力。在此背景下，本项目采用消费者效用、供应链管理和博弈论等理论，引入消费者的产品搜索和购物决策过程，集成供应链的售前产品信息披露策略和售后消费者退货策略，构建相应的供应链决策模型，以此为基础分析零售商与供应商的转售和代理销售模式、双渠道中线上购物线下退货、电商的名义销量和实际销量、消费者机会主义行为、退货率信息不对称等情境下企业的信息披露和退货决策优化方案。本项目的实施能够一定程度上拓展电商及平台企业的运营管理理论，加强信息管理和运作管理研究的交互，促进相关研究工作的深化，为更好地解决退货问题和提高电商供应链管理效益提供理论指导。后续将继续围绕信息的披露类型与方式以及消费者的有限理性行为开展研究。