The Research Of E-commerce Retailer’s Return Strategy Based On The Unreasonable Return Policy

With the rapid development of economy, the network of the widespread popularization and the improvement of the logistics system in our country, the development of e-commerce business rapidly launched. E-commerce shopping has become an important way to trade of People’s Daily life, it broughts lots benefits to consumers and retailers, but also broughts a lot of problems. The problems of the return goods that exist in the process of e-commerce shopping caused the disputes between merchants and consumers. Especially who pay the consumers’ return reverse logistics cost has became the focus of the return of the problem. In order to solve the problem of return better, the electronic commerce enterprise started providing consumers with generous return service methods to enhance their competitiveness.The return policy use undeservly can cause consumer malicious return problems, resulting in the amount the return continues to increase, the retailers’ profit is damaged, the cost of inventory and return is rising,brings to the enterprise management big problems. So the scientific return mechanism has gradually become a very important step in the process of enterprise operation. An effective and scientific return mechanisms not only should bethe guarantee the rights and interests of consumers, but also can guarantee the interests of the merchants. So the e-commerce retailers should adopt a kind of return policy, which both can satisfy the requirement of consumer reasonable return, enhance consumer satisfaction, and try to eliminate the return policy for themselves and their customers with unnecessary loss? It’s based on this, Unreasonable return policy under the background of B2 C research has attracted wide attention of scholars.This paper investigates the domestic e-commerce’s main retailers’ basic return policy, after summarized these policies, we cum sum up three types of return policy: do not bear the back freight, full bear the back freight, pay the back freight risk. By analyzing three kinds of return policy’s influence with consumer purchase and return decisions, establish a consumer utility function, and prove that under the same price, bear the back freight policy of retailers’ expected sales utility more than don’t bear the return freight of retailer’s sales expectations. According to conclusions, then constructed three kind of return policy under the retailer’s income decision mode l, obtained the optimal order. Based on three kinds of return policy under the retailer of the optimal quantity of the numerical simulation results obtained, bear the back freight policy in full, the retailer can withstand maximum return rate minimum; Retailers take does not undertake to return the freight policy’s order quantity biggest. Through the three kinds of return policy under comparative analysis, when the return rate is small, retailers to full bear the return freight for the optimal return polic y, when the return rate is larger, established retailers use back freight risk return policy. Finally given the suggestions to e-commerce retailer’s reasonable return policy.