导　　师： 李勇建

学科专业： 1201

授予学位： 博士

作　　者： ;

机构地区： 南开大学

摘　　要： 随着科技的发展和生产技术的进步，产品的种类和功能越来越多样化，而受“消费者就是上帝”的消费观念的影响，消费者退货变得司空见惯。此外，日益竞争的市场和企业的销售模式也加剧了消费者的退货问题，企业不得不加强对消费者退货问题的管理。基于上述背景，本论文使用运筹学、博弈论、市场学和库存理论等相关理论和方法，研究了单零售商和单制造商组成的两级供应链中，零售商如何通过不同的销售和退货策略，来减少消费者的无缺陷退货（主要包括一般无缺陷退货、机会主义退货和连带退货等），并分别分析了风险中性和风险规避型零售商的预售和正常销售模式选择，以及制造商如何设计不同的回购合同来协调不同风险偏好、退货行为和销售模式的供应链。 具体来讲，本文主要研究了以下三个方面的内容： 1.单销售模式（正常销售模式）下的退货决策和供应链回购合同协调 首先，考虑了消费者的产品估价依赖于退货期限时的最优退货策略和供应链回购合同协调问题。采用了无约束优化和博弈论的研究方法。研究发现零售商的退货期限依赖于产品的生命周期和消费者的退货率，其退货补偿依赖于退货期限决策。在考虑消费者评价不确定性和零售商退货期限的情况下，统一回购价格合同不能实现供应链的协调，而差异化回购价格合同可以实现供应链的协调。当产品的残余价值与退货期限相关时，差异化回购价格合同也失去效率，文章提出了依赖退货期限的差异化回购价格合同。 然后，考虑了消费者的产品估价与可观察到的退货现象或退货量相关时最优退货策略和供应链回购合同协调问题。采用了无约束优化和博弈论的研究方法。研究发现在固定连带退货问题下零售商的退货价格策略为产品残余价� With the development of scientific and production technology, the productcategories and functions diversify dramatically. While influenced by the consumptionconcept of “consumer is god”, consumer return becomes commonly seen. Further, thefierce market competition and sales mode also exacerbate this consumer returnproblem, the enterprise has to strengthen the management on consumer returnproblem. Based on the above backdrop, by adopting theories and methods ofOperations Research, Game Theory, Marketing Science and Inventory Theories, thisthesis studies a two-echelon supply chain with one single manufacturer and one singleretailer, and investigates how the retailer develop different selling and return policiesto reduce the consumer’s false failure returns /(including general false failure returns,opportunistic returns and network external return/). Finally, this thesis studies theretailer’s choice on the normal and advance selling mode with risk-neutral andrisk-averse preference, and which kind of buy-back contract the manufacturer canadopt to coordinate the supply chain with different risk preference, return behaviorand sales mode consideration. More specifically, we study the main problem in three aspects as follows: 1. Return policy and buy-back contract coordination in the single selling modecase /(only normal selling mode/) First, we study the retailer’s optimal return deadline policy and the buy-backcontract coordination when the consumer valuation depends on the return deadline. Itis found that the retailer’s optimal return deadline depends on the product life-cycleand the consumer return rate, and the retailer’s optimal refund policy depends on thereturn deadline. In this setting, we find that the traditional buy-back contract fails tocoordinate the supply chain, and when the product salvage value is related to thereturn deadline, the differentiated buy-back contract also fails, so we put forward adifferentiated buy-back contract contingent on the return deadline to coordinate thes

关 键 词： 供应链协调 消费者行为 回购合同 预售 无缺陷退货 风险偏好

领　　域： [经济管理] [经济管理] [经济管理]