退款保证下存在体验店的O2O供应链权力结构模型

管理评论 ›› 2021, Vol. 33 ›› Issue (6): 316-327.

退款保证下存在体验店的O2O供应链权力结构模型

龚治宇¹, 金亮²

1. 重庆大学经济与工商管理学院, 重庆 400044;
2. 南昌大学经济管理学院, 南昌 330031

收稿日期:2018-03-19 发布日期:2021-07-03
通讯作者: 金亮(通讯作者),南昌大学经济管理学院讲师,博士。
作者简介:龚治宇,重庆大学经济与工商管理学院博士研究生
基金资助:
国家自然科学基金项目（71902079）；江西省社会科学“十三五”基金资助项目（20GL35）；江西省教育科学“十三五”规划2020年度重点课题资助项目（20ZD007）。

Power Structure Modeling for O2O Supply Chain with Showroom under Money-back Guarantees

Gong Zhiyu¹, Jin Liang²

1. School of Economics and Business Administration, Chongqing University, Chongqing 400044;
2. School of Economics and Management, Nanchang University, Nanchang 330031

Received:2018-03-19 Published:2021-07-03

摘要/Abstract

摘要： 市场上存在一个制造商和一个开辟了线下体验店的线上零售商，考虑零售商在体验店展示其线上渠道销售的产品，并向消费者提供退款保证服务，构建了分别由制造商或线上零售商主导以及二者均势三种情形下的权力结构模型，进而分析了体验店价值以及不同权力结构对消费者剩余和供应链均衡的影响。研究结果表明：体验渠道的引入能够吸引更多潜在消费者到体验店体验产品和降低产品退货率，而消费者到体验店体验产品却不一定能够获得更高的消费者剩余；零售商开辟体验店存在可行条件，并取决于体验渠道成本，但制造商总是能够从体验渠道的引入中获利；制造商或线上零售商拥有的主导权能使其获得不平等的利润分配，也会对消费者剩余和供应链系统不利。

关键词: O2O供应链, 体验店, 权力结构, 退款保证, 消费者剩余

Abstract: We study an offline to online supply chain that consists of a manufacturer and an online retailer. The online retailer offers a money-back guarantee, which allows customers to return product that do not meet their expectations to the online retailer for a full refund. Three types of models are constructed in this paper, which are the Nash game model and two Stackelberg game models dominated by the manufacturer and respectively. By the solutions, we derive, for each supply chain participant, the optimal profit of system, and the equilibrium pricing, demands, profits under each power structures. On this basis, we investigate the impact of the showroom on the consumer purchasing behaviors and consumer surplus. The results show that, the showroom can increase the demands and decrease product return rates. Moreover, the introduction of showroom can effectively increase the manufacturer’s profit, while the showroom may not increase the profit of the online retailer. Moreover, the different power structures between the manufacturer and the retailer plays no role on the profits of the whole supply chain and consumer surplus.

Key words: O2O supply chain, showroom, power structure, money-back guarantees, consumer surplus

龚治宇, 金亮. 退款保证下存在体验店的O2O供应链权力结构模型[J]. 管理评论, 2021, 33(6): 316-327.

Gong Zhiyu, Jin Liang. Power Structure Modeling for O2O Supply Chain with Showroom under Money-back Guarantees[J]. Management Review, 2021, 33(6): 316-327.

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