Research On E-business's Omni Channel Return Strategy

The scale of China's e-commerce has continued to expand,and it has entered a relatively stable period of development since 2016,but in the first half of 2019,the online retail sales of physical goods still increased by 21.6% year-on-year.E-commerce continues to bear the national economic development Powerful source power.Returned goods [The first paragraph should write about the background of all-channel returns.] Is an inevitable problem for online shopping.Different return methods bring different psychological expectations to consumers,which affects consumers' shopping behavior.Such a reasonable processing method can not only prompt consumers to purchase,but also increase profits for enterprises.In response to the return problem,more and more e-commerce companies allow omni-channel returns,allowing products purchased from online stores to be returned to physical stores.38% of e-commerce companies reported an increase in BORIS(online purchase offline returns)returns,and 93% of e-commerce companies saw the same or more BORIS returns in the 2018 annual report.The increase in BORIS returns not only reduces consumer return losses,but also drives new demand.Therefore,this article analyzes the impact of cooperative omni-channel return strategies and self-operated omni-channel return strategies on e-commerce enterprises and consumers through modeling,and provides theoretical guidance for e-commerce enterprises to choose omni-channel return strategies.This article establishes a game model of cooperative omni-channel return strategy and self-operated omni-channel return strategy,and analyzes how e-commerce companies decide the optimal omni-channel return strategy.The research shows that:(1)Under the omni-channel return strategy of e-commerce enterprise cooperation,when the processing cost of returned products in the physical store of the e-commerce enterprise is small,when the matching rate is large,and when the consumer's online return loss is large,the cooperation is complete Channel return strategies always prevail.(2)Under the e-commerce enterprise's self-operated omni-channel return channel strategy,when the cross-return is low,when the omni-channel e-commerce enterprise physical store returns product processing cost is small,when the omni-channel e-commerce enterprise physical store returns product processing cost In very small hours,self-operated omni-channel return strategies always prevail.(3)When considering both the cooperative omni-channel return strategy and the self-operated omni-channel return strategy,when the offline product cost is greater than the threshold and the cross-return is greater than the threshold,it is optimal for the e-commerce enterprise to choose the self-operated omni-channel return strategy.(4)When comparing the cooperative omni-channel return strategy and the self-operated omni-channel return strategy,the online consumer return loss threshold of the e-commerce enterprise implementing the cooperative omni-channel return strategy is greater than the value under the self-operated omni-channel return strategy;implementing cooperation The critical value of the physical product return product processing cost of the omni-channel return strategy is less than the critical value of the physical store return product processing cost under the self-operated omni-channel return policy.