發(fā)布時(shí)間：2018-04-25 07:37

  本文選題：電商平臺(tái) + 無理由退貨�。� 參考：《中國(guó)科學(xué)技術(shù)大學(xué)》2016年博士論文

【摘要】：近年來,電子商務(wù)在全球范圍內(nèi)迅速發(fā)展,而在中國(guó)的發(fā)展勢(shì)頭則格外迅猛。2015年,全國(guó)網(wǎng)上零售額達(dá)到38773億元,成為全球第一大電商市場(chǎng)。隨著電子商務(wù)的規(guī)�；�,一些中國(guó)電商企業(yè)在2010年前后通過平臺(tái)化形成頗具規(guī)模的平臺(tái)企業(yè),其中最為典型的就是2014年先后在美國(guó)完成上市的阿里巴巴和京東。電商平臺(tái)化有助于電商企業(yè)迅速擴(kuò)張規(guī)模,增大平臺(tái)交易量,從而形成規(guī)模經(jīng)濟(jì)；同時(shí)平臺(tái)化使得電商企業(yè)從在線零售中脫離出來專業(yè)運(yùn)作、完善電子商務(wù)體系。但是,在平臺(tái)化的電子商務(wù)領(lǐng)域,產(chǎn)品和服務(wù)是由電商平臺(tái)上的多個(gè)賣家向消費(fèi)者提供的,而這些賣家出于盈利和成本的考慮,往往對(duì)品質(zhì)和服務(wù)持不同標(biāo)準(zhǔn),因此導(dǎo)致消費(fèi)者體驗(yàn)到的服務(wù)和產(chǎn)品質(zhì)量參差不齊。事實(shí)上,一些賣家糟糕的退貨服務(wù)以及銷售質(zhì)量偽劣商品的行為越來越受到人們的詬病,這些問題甚至已經(jīng)嚴(yán)重影響消費(fèi)者的購物體驗(yàn)以及平臺(tái)的長(zhǎng)期可持續(xù)發(fā)展。在輿論的關(guān)注和推動(dòng)下,政府也開始通過立法等手段加強(qiáng)對(duì)電子商務(wù)行業(yè)的監(jiān)管。無論是迫于輿論、法律的壓力還是出于公司長(zhǎng)期發(fā)展需要,電商平臺(tái)都不得不直面電子商務(wù)平臺(tái)上的產(chǎn)品質(zhì)量和退貨服務(wù)亟需規(guī)范和治理的事實(shí)。在電商平臺(tái)對(duì)賣家的退貨服務(wù)和產(chǎn)品質(zhì)量管理的實(shí)踐中,最受人關(guān)注的就是電商平臺(tái)向消費(fèi)者承諾的無理由退貨,以及通過對(duì)賣家資質(zhì)和產(chǎn)品審核的方式來實(shí)施的產(chǎn)品質(zhì)量要求。無理由退貨政策是對(duì)平臺(tái)上賣家退貨服務(wù)的規(guī)范,除特殊商品外,在產(chǎn)品完好的情況下,該政策要求賣家在一定的時(shí)限內(nèi)無條件接受消費(fèi)者的退貨。平臺(tái)質(zhì)量要求則是對(duì)賣家產(chǎn)品質(zhì)量的監(jiān)管(質(zhì)量水平要高于給定的最低質(zhì)量標(biāo)準(zhǔn)),它通過對(duì)新加入平臺(tái)的賣家進(jìn)行資質(zhì)審核以及驅(qū)離銷售質(zhì)量偽劣商品賣家的方式提高平臺(tái)上產(chǎn)品的質(zhì)量水平,增加消費(fèi)者在平臺(tái)上購買的信心。平臺(tái)管理退貨服務(wù)和產(chǎn)品質(zhì)量所采取的無理由退貨政策和最低質(zhì)量要求本質(zhì)上是對(duì)平臺(tái)上賣家的管理,因此本文對(duì)無理由退貨政策和平臺(tái)質(zhì)量要求的研究主要集中在分析平臺(tái)的這些政策對(duì)賣家包郵、退貨服務(wù)以及產(chǎn)品質(zhì)量決策的影響機(jī)制。具體來說,本文圍繞三個(gè)問題展開研究：(1)在無理由退貨政策下,單一在線賣家(零售商)面臨退貨成本的沖擊如何通過優(yōu)化包郵策略(提供包郵服務(wù)與否)與退貨服務(wù)費(fèi)用(消費(fèi)者在無理由退貨中需要承擔(dān)的費(fèi)用)來最大化其銷售利潤(rùn)；(2)當(dāng)平臺(tái)設(shè)置質(zhì)量要求,單一的在線賣家如何決策其訂貨質(zhì)量以及退貨服務(wù)費(fèi)用；(3)當(dāng)平臺(tái)設(shè)置質(zhì)量要求,平臺(tái)上某種工業(yè)產(chǎn)品賣家銷售產(chǎn)品質(zhì)量的范圍會(huì)如何變化。通過構(gòu)建理論模型,本文給出了無理由退貨政策下賣家的最優(yōu)包郵策略和退貨服務(wù)費(fèi)用；平臺(tái)質(zhì)量要求下賣家的最優(yōu)訂貨質(zhì)量和退貨服務(wù)費(fèi)用以及平臺(tái)上銷售某種工業(yè)產(chǎn)品賣家產(chǎn)品的質(zhì)量范圍。結(jié)合參數(shù)分析、數(shù)字實(shí)驗(yàn)等方法,本文得到一系列有價(jià)值的結(jié)論：(1)在無理由退貨政策下,賣家能夠通過聯(lián)合優(yōu)化包郵策略和退貨服務(wù)費(fèi)用使其收益提高,并在價(jià)格波動(dòng)的情況下保持更為穩(wěn)定的利潤(rùn)水平。當(dāng)賣家提供包郵服務(wù)時(shí),一般會(huì)設(shè)置更高的退貨服務(wù)費(fèi)用；而當(dāng)賣家不提供包郵服務(wù)時(shí),般會(huì)設(shè)置一個(gè)相對(duì)較低的退貨服務(wù)費(fèi)用。參數(shù)分析顯示,所有重要的市場(chǎng)參數(shù)包括基礎(chǔ)退貨量、產(chǎn)品價(jià)格、消費(fèi)者需求對(duì)運(yùn)費(fèi)的敏感性、消費(fèi)者需求對(duì)退貨的敏感性以及消費(fèi)者退貨對(duì)退款的敏感性都對(duì)賣家的包郵策略和退貨服務(wù)費(fèi)用決策有重要影響。賣家可以采取一些積極的行動(dòng)以影響市場(chǎng)環(huán)境,從而確定更為有利的包郵策略和退貨服務(wù)費(fèi)用。本文相關(guān)的理論結(jié)果可以為一些廣泛使用的包郵策略和退貨服務(wù)費(fèi)設(shè)置提供合理的解釋,特別是可以有效地解釋為什么一些在線賣家會(huì)向一些消費(fèi)者同時(shí)提供包郵服務(wù)和免費(fèi)退貨服務(wù)。(2)最優(yōu)訂貨質(zhì)量水平低于平臺(tái)最低質(zhì)量標(biāo)準(zhǔn)的風(fēng)險(xiǎn)中性賣家的決策會(huì)受到平臺(tái)質(zhì)量要求的影響。在平臺(tái)設(shè)置質(zhì)量要求的情況下,這些賣家會(huì)提高訂貨質(zhì)量到最低質(zhì)量標(biāo)準(zhǔn)水平,而其退貨服務(wù)費(fèi)用與平臺(tái)質(zhì)量要求的關(guān)系取決于市場(chǎng)參數(shù)。在相同的成本下,如果提升質(zhì)量導(dǎo)致的退貨量的減少大于增加退貨退款導(dǎo)致的需求增加,賣家會(huì)降低退貨服務(wù)費(fèi)用；否則,賣家會(huì)增加退貨服務(wù)費(fèi)用。通過將隨機(jī)因素引入到需求和退貨量,本文還研究了風(fēng)險(xiǎn)厭惡賣家在平臺(tái)質(zhì)量要求下的最優(yōu)決策,并且也發(fā)現(xiàn)了類似結(jié)論。另外,對(duì)于被平臺(tái)質(zhì)量要求影響的風(fēng)險(xiǎn)厭惡賣家來說,需求波動(dòng)和退貨量波動(dòng)之間的相關(guān)性會(huì)對(duì)其退貨服務(wù)費(fèi)用有多方面的影響,例如,相關(guān)系數(shù)越大,這些賣家的退貨服務(wù)費(fèi)用越小(3)當(dāng)平臺(tái)允許賣家完全自由地加入平臺(tái)并銷售其產(chǎn)品時(shí),平臺(tái)上賣家銷售產(chǎn)品的質(zhì)量水平存在確定的下界和上界。當(dāng)平臺(tái)設(shè)置高于這個(gè)下界的最低質(zhì)量標(biāo)準(zhǔn),會(huì)有賣家在平臺(tái)上銷售更高質(zhì)量水平的產(chǎn)品,并且賣家銷售產(chǎn)品的質(zhì)量水平的上界隨著平臺(tái)最低質(zhì)量標(biāo)準(zhǔn)的增加而增加,隨著消費(fèi)者的風(fēng)險(xiǎn)厭惡、平臺(tái)收費(fèi)(固定服務(wù)費(fèi)和單位交易服務(wù)費(fèi)用)的增加而降低。通過進(jìn)一步對(duì)平臺(tái)的利潤(rùn)分析發(fā)現(xiàn),存在最優(yōu)的最低質(zhì)量標(biāo)準(zhǔn)使得平臺(tái)的利潤(rùn)最大。本文的研究工作基于電商平臺(tái)的現(xiàn)實(shí)背景,從理論上分析了平臺(tái)無理由退貨政策和產(chǎn)品最低質(zhì)量要求對(duì)賣家包郵、退貨服務(wù)以及產(chǎn)品質(zhì)量決策的影響機(jī)制。相關(guān)的結(jié)果對(duì)于電子商務(wù)平臺(tái)研究和實(shí)踐都具有一定的價(jià)值和意義。
[Abstract]:In recent years, e-commerce has developed rapidly around the world, while the momentum of development in China is particularly rapid in.2015 years. The number of retail sales in China has reached 38773 billion yuan, and it has become the largest market in the world. With the scale of e-commerce, some Chinese e-commerce enterprises have formed a large scale platform enterprise by platform after 2010. The most typical of them is the Alibaba and Jingdong which have been listed in the United States in 2014. E-commerce platform helps e-commerce enterprises to expand the scale rapidly, increase the trading volume of the platform, and thus form a scale economy. At the same time, the platform makes e-commerce enterprises separate from professional operation from online retail and perfect the electronic commerce system. In the platform of e-commerce, products and services are provided to consumers by multiple sellers on the e-commerce platform, and these sellers often hold different standards for quality and service for profit and cost, which leads to the uneven quality of services and products that consumers experience. In fact, some sellers have bad returns. The behavior of serving and selling quality and shoddy goods has been criticized by people. These problems have even seriously affected consumers' shopping experience and the long-term sustainable development of the platform. With the attention and promotion of public opinion, the government has also begun to strengthen the supervision of the electronic commerce industry by means of legislation. The pressure of the law is still due to the long-term development needs of the company. The e-commerce platform has to face the fact that the product quality and the return service on the e-commerce platform need to be standardized and managed. In the practice of the e-commerce platform to the seller's return service and the quality management of the products, the most important note is that the e-commerce platform promises to the consumer. Reasons for the return of goods, and the quality requirements for the seller's qualification and product review. The unwarranted return policy is a standard for the seller's return service on the platform. In addition to the special goods, the policy requires the seller to accept the consumer's return unconditionally within a certain time limit. It is the supervision of the quality of the seller's product (the quality level is higher than the given minimum quality standard). It improves the quality of the product on the platform through the qualification examination to the sellers of the newly joined platform and the sellers of the inferior quality and inferior goods, and increases the confidence of the consumers on the platform. The non justification policy and minimum quality requirements adopted by the product quality are essentially the management of the sellers on the platform. Therefore, the research on the unwarranted return policy and the quality requirements of the platform is mainly focused on the impact mechanism of these policies on the seller's post, the return service and the quality decision of the product. This paper focuses on three problems: (1) under the unwarranted policy of return, a single online seller (retailer) faces the impact of the cost of return on the sales profit by optimizing the postal service (or not) and the cost of the return service (the cost of the consumer in the unwarranted return) to maximize its sales profit; (2) the platform Setting quality requirements, how does a single online seller decide the quality of its order and the cost of return service; (3) how to change the range of the product quality for the seller of some industrial product on the platform when the quality requirements of the platform are set, and the optimal packet mail strategy and return of the seller under the unwarranted return policy are given through the construction of a theoretical model. The cost of goods service; the quality of the seller's best order and the cost of the return service as well as the quality of the seller's product on the platform. Combined with the method of parameter analysis and digital experiment, this paper obtains a series of valuable conclusions: (1) the seller can be optimized by joint optimization under the unwarranted return policy. Package mail strategy and return service cost increase the income and maintain a more stable profit level in the case of price fluctuations. When the seller provides a mail service, it usually sets up a higher return service fee. When the seller does not provide the postal service, a relatively low return service will be set up. Parameter analysis shows that the seller will set up a relatively low return service fee. All important market parameters include basic returns, product prices, consumer demand sensitivity to freight, consumer demand sensitivity to returns, and sensitivity of consumer returns to refunds, which have an important impact on the seller's policy and return on return services. The seller can take some positive actions to affect the city. The theoretical results of this paper can provide a reasonable explanation for some widely used package mail and return service settings, especially to explain why some online sellers will provide a package of postal services and free of charge to some consumers. (2) the decision of the risk neutral seller whose optimal order quality is lower than the minimum quality standard of the platform will be affected by the quality requirements of the platform. In the case of the platform setting quality requirements, these sellers will improve the order quality to the lowest quality standard, and the relationship between the cost of the return service and the quality of the platform depends on the relationship between the cost of the return service and the quality of the platform. At the same cost, at the same cost, the seller will reduce the cost of return service if the reduction of the return amount caused by the quality of the promotion is greater than that caused by the return of refunds. Otherwise, the seller will increase the cost of the return service. By introducing the random factors to the demand and return volume, the risk aversion seller is also studied in the flat. In addition, for risk aversion sellers affected by the quality requirements of the platform, the correlation between demand volatility and return volatility will have multiple effects on the cost of return services, for example, the greater the correlation coefficient, the smaller the cost of the seller's return service (3) When the platform allows the seller to fully freely join the platform and sell its products, the quality level of the seller's sales product on the platform has a definite lower bound and upper bound. When the platform is set above the lowest quality standard of the lower boundary, the seller will sell the higher quality products on the platform, and the seller sells the quality of the product. The upper boundary is increasing with the increase of the minimum quality standard of the platform. As the consumer's risk aversion, the platform fee (fixed service fee and unit transaction service cost) has been reduced. In the realistic background of the business platform, this paper theoretically analyzes the impact mechanism of the platform's unwarranted return policy and the minimum quality requirements of the product to the seller's post, return service and product quality decision making. The related results have certain value and significance for the research and practice of the e-commerce platform.

【學(xué)位授予單位】：中國(guó)科學(xué)技術(shù)大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2016
【分類號(hào)】：F203;F721

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