考虑退货影响的品牌商O2O渠道选择与决策优化

考虑网购顾客退货影响，利用消费者效用理论分别构建了网络、实体及O2O渠道不同混合模式下的需求函数，研究了品牌商在单一网络渠道、"网络+O2O"渠道、"网络+实体"以及"网络+O2O+实体"渠道模式下的最优定价策略，分析了网络渠道退货率对不同渠道组合下品牌商最优定价与利润的影响，着重讨论了网络品牌商和"网络+实体"双渠道品牌商选择O2O渠道的条件。研究表明，较高的网络渠道退货率将导致较高的网络渠道定价，降低品牌商利润。若开设O2O渠道不能降低网络渠道退货率，品牌商选择O2O渠道取决于其运营成本及退货率大小，运营成本低且销售个性化等高退货率产品的品牌商适合开设O2O渠道；若开设O2O渠道可以降低网络渠道退货率，品牌商是否开设O2O渠道取决于运营成本、退货率以及运费。或运营成本低，或运营成本高但运费低，或运营成本高、运费高以及销售高退货率产品，这三种情形下的品牌商应该选择开设O2O渠道。

Brand Suppliers' O2O Channel Selection and Decision Optimization Considering the Impact of Customer Returns

With the rapid development of the Internet, more and more consumers enjoy the convenience of online shopping. But the high return rate is becoming a big problem for the online sales of brand suppliers. One of the biggest advantages of O2O channel is to provide easy offline experience, return and other services, which, to a certain extent, avoid blind and impulse buying behavior of customers and reduce the possibility of online shopping returns. Based on this background, two types of typical brand suppliers are considered:a single network channel brand supplier and a "network + entity" dual-channel brand supplier, who respectively opens O2O channels, thus corresponding to four channel modes, i.e., a single network channel, a "network + O2O" channel, a "network + entity" dual-channel and a "network + O2O + entity" three channels. The optimal pricing strategies of the brand supplier are studied in these four modes, respectively. The impact of the return rate of the network channel on the optimal pricing and profit of the brand supplier is discussed. Further, by respectively comparing the optimal profits between a single network channel and a "network + O2O" channel, and between a "network + entity" dual-channel and a "network + O2O + entity" three channels, the conditions for the above two types of brand suppliers are analyzed to open an O2O channel. Results show that a higher return rate of the network channel will result in higher network channel pricing and lower profit of the brand supplier. Regardless of whether or not the O2O channel can reduce the return rate, the brand supplier can introduce O2O channels under different conditions.