考虑主播营销努力的品牌商退货运费险策略选择研究

Research on the Selection of Brand Merchants’ Return Freight Insurance Strategies Considering the Marketing Efforts of Anchors

摘要: 针对直播消费者的退货问题，采取何种退货运费险策略成为品牌商面临的难题。本文考虑需求与退货同时受主播营销努力的影响，建立3种退货运费险模型，运用博弈理论求解供应链各成员的最优决策与最优利润，并进行主要参数的敏感性分析以及对比模型均衡解。研究表明：(1) 3种运费险策略下，产品最优价格和品牌商利润均与主播营销努力需求系数和退货系数正相关。(2) 产品价格和主播营销努力投入水平在品牌商提供运费险策略下最大，而在无运费险策略下最小。(3) 品牌商应将运费险服务引入直播渠道，尤其当消费者对退货成本敏感程度较高时，品牌商提供退货运费险是最优策略。

Abstract: What kind of return shipping insurance strategy to adopt for live streaming consumers’ return issues has become a challenge for brand owners. This article considers the impact of both demand and returns on the marketing efforts of the anchor, establishes three return shipping insurance models, uses game theory to solve the optimal decisions and profits of each member of the supply chain, and conducts sensitivity analysis of the main parameters and compares the equilibrium solutions of the models. Research has shown that: (1) Under three shipping insurance strategies, the optimal price of the product and the brand’s profit are positively correlated with the anchor’s marketing effort demand coefficient and return coefficient. (2) The product price and the level of marketing effort invested by the anchor are highest under the brand’s shipping insurance strategy, while they are lowest under the no shipping insurance strategy. (3) Brand owners should introduce shipping insurance services into live streaming channels, especially when consumers are highly sensitive to return costs. Providing return shipping insurance is the optimal strategy for brand owners.