| With the continuous development of e-commerce,online shopping has become an integral part of people's life and the increase of network size,which makes returns online retailers face a big problem.During the return process,there are many return disputes,and nearly half of which are caused by the return freight dispute.In reaction to the phenomenon,Huatai Insurance Companies cooperated with Taobao platform to launched return freight insurance to solve the problem of customer returns freight dispute.However,after the online retailer introduced back freight risk,some online retailers began to complain that return rate increases and the profit was reduced;At the same time,according to the buyback contract,the manufacturer's interest in repurchasing the customer's return products and the final product is also damaged.Therefore,how the online retailer chooses the appropriate return freight insurance policy,how the manufacturer makes a reasonable repurchase contract has become a difficult problem in its operation process.This paper used the reverse logistics,game theory,information economics and other related theory and method,based on the review of related research status at home and abroad,analyzed the return of reverse logistics and returns the freight risk operation process;Based on customer demand for the certainty and uncertainty of the premise,by building the profit model,we researched the online retailers' different return freight insurance strategies(without return freight insurance,online retailers buy return freight insurance,customers buy return freight insurance),it is concluded the critical conditions of taking those return freight insurance strategies byonline retailers.On the basis of this,designing the unified repurchase contract/difference repurchase contract based on the feedback and punishment to coordinate the return supply chain affected by the pricing of insurance companies.Through the analysis of the after-sales data of online retailers in three industries,such as electronics,apparel and food on taobao,the validity and scientism of the model are verified.The reseach can Back freight insurance online retailers take strategy provides reference selection,pricing and ordering decisions,as manufacturers,online retailers more effectivelyinvolved in the return of the supply chain to provide theoretical reference.The study can provide reference selection for pricing and ordering decisions of online retailers,and provide theoretical reference to make manufacturers and retailers join the return supply chain effectively.After research,this paper concludes the following conclusions:(1)The sales return rate is the key factor that influences the import of return freight insurance.Only when the sales return rate is low,the introduction of return freight insurance can increase the pricing power and profit of online retailers.And the strategy for the online retailers' profit is different,the influence of online retailers should choose the appropriate return freight insurance policy according to the customer to return the freight risk sensitivity and its operating condition.(2)Single difference repurchase contract and reward and punishment contract cannot coordinate the supply chain of online retailers to purchase return freight insurance,but the repurchase agreement based on feedback and punishment can coordinate this supply chain.And insurance and compensation have a positive influence for the online retailer's product sales price and quantity of goods.Manufacturers can make reasonable sales target sales(expect)to increase the profits of both sides according to the market and online retailers variable parameters.(3)The single unified repurchase contract and the reward and punishment contract cannot coordinate the supply chain when customers purchase the return freight insurance.But a unified repurchase contract based on feedback and punishment can coordinate this supply chain.And the insurance cost has a negative impact on the product sales price and order quantity of online retailers.The compensation is positively related to the product sales price and order quantity of online retailers.The manufacturer can make reasonable sales target(expected sales volume minus customer returns)negotiate with the online retailer based on the parameters of the market to setto achieve a win-win situation. |
