Xây dựng độc lập hay hợp tác với nền tảng dịch vụ: Doanh nghiệp đa kênh nên triển khai chương trình đổi trả như thế nào?

Electronic Commerce Research - Trang 1-24 - 2023
Guang Yang1, Bo He1,2, Ruohan Ma1
1School of Economics and Business Administration, Chongqing University, Chongqing, People’s Republic of China
2Chongqing Key Laboratory of Logistics at Chongqing University, Chongqing, People’s Republic of China

Tóm tắt

Các thực tiễn kinh doanh cho thấy rằng các công ty có thể cung cấp chương trình đổi trả đa kênh bằng cách hợp tác với một nền tảng dịch vụ đổi trả bên thứ ba (tức là chế độ hợp tác) hoặc tự xây dựng (tức là chế độ tự xây dựng). Bài báo này phát triển một mô hình phân tích để điều tra ảnh hưởng của một chế độ hoạt động đổi trả cụ thể đến khả năng sinh lời của một công ty đa kênh thực hiện chương trình đổi trả. Chúng tôi xác định cân bằng giữa công ty và nền tảng dịch vụ. Chúng tôi xác định ngưỡng chi phí hoạt động tự xây dựng, ở trên (dưới) ngưỡng này, lợi nhuận của công ty dưới chế độ tự xây dựng sẽ nhỏ hơn (lớn hơn) so với chế độ hợp tác. Chúng tôi nhận thấy rằng chế độ hợp tác mang lại lợi ích nhiều hơn cho cả người tiêu dùng và công ty so với chế độ tự xây dựng khi chi phí chờ của người tiêu dùng là nhỏ đến vừa và tiềm năng thị trường của chế độ hợp tác tương đối cao, điều này sẽ cải thiện phúc lợi xã hội nhờ vào việc giảm thiểu chi phí hoạt động và giá sản phẩm. Cuối cùng, chúng tôi xem xét một tình huống thương lượng hợp tác dưới chế độ hợp tác. Chúng tôi nhận thấy rằng cả công ty và nền tảng dịch vụ đều sẽ thu được nhiều lợi nhuận hơn từ giải pháp thương lượng trong một cuộc đàm phán song phương so với trường hợp của một trò chơi động.

Từ khóa

#đổi trả #chương trình đổi trả #hợp tác #tự xây dựng #lợi nhuận #cân bằng #chi phí hoạt động

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