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论文编号：	22
作者编号：	2120051874
上传时间：	2007/6/20 22:06:31
中文题目：	网络营销下的退货物流模式研究
英文题目：	The Analysis of Return Logisti
指导老师：	李勇建
中文关键字：	退货物流;第三方物流;退货政策;<
英文关键字：	Return logistics;Third party l
中文摘要：	随着当今消费水平的日益增长，不可避免地产生了大量的退货，企业逐渐发现退货物流中所蕴藏的巨大商机。如果企业能正确地处理退货物流，不仅可以降低成本，增加利润，而且能提高顾客的满意度，增强竞争力。电子商务的兴起，使网络销售成为一种趋势，网上销售比传统的实体销售产生的退货量更大，网络销售的退货物流问题成为制约网络营销发展的瓶颈。因此，研究网络营销环境下的退货物流是十分必要而且有意义的。 国内外众多的第三方物流公司如国际物流巨头UPS，开始提供逆向物流服务。企业逐渐认识到第三方物流的优势，既可以集中于企业的核心竞争力，又可以利用第三方物流的专业优势、规模效应来降低成本。因此，进一步分析第三方参与网络营销下的退货物流具有很强的现实价值。 本文首先简单描述了网络零售商在处理退货问题时可以采取的四种方式：制造商处理退货、零售商处理退货、由第三方转交零售商处理退货和由第三方转交制造商处理退货。之后，本文重点对网络直销模式下的两种退货模式进行深入研究。分别分析了网络直销商和第三方物流公司负责处理退货时的最优产品定价和退货策略问题，然后对相关参数进行灵敏度分析，比较两种退货模式，为网络直销商选择合适的退货模式提供参考。最后本文提出了网络营销退货物流模式研究的一些建议，以期能为后续研究所借鉴。
英文摘要：	With the current level of consumption growing, it inevitably produces a large number of returns. Enterprises gradually discover the enormous business opportunities of return logistics. If the enterprises can correctly handle return logistics, they can not only reduce cost and increase profits, but also improve customers` satisfaction, and enhance competitiveness. As the rise of e-commerce, Internet sales have become a trend. Internet sales cause larger volume of returns than traditional entities sales. Return logistics of internet sales become the bottleneck of the development of internet marketing. Therefore, the study of return logistics under network marketing environment is very necessary and meaningful. Many domestic and international third-party logistics companies began to provide reverse logistics services, such as international logistics giant UPS. Enterprises have been gradually aware of the advantage of third-party logistics. They can not only focus on their core competitiveness, but also use the professional advantage and scale effect of third-party logistics companies to reduce cost. Therefore, further analysis of the third party participating in the internet-marketing return logistics has great practical value. This paper first describes four ways in which the e-retailer handling returns can take: manufacturer collecting, retailer collecting, the third party collecting then return to manufactures and the third-party collecting then return to retailers This paper focuses on two return ways of internet direct sales for in-depth study. We seperately analyse the optimal product pricing and return policy by manufacture handling returns and by the third party handling returns, then make sensitivity analysis of related parameters in order to guide return logistics management. By comparing two return ways, we provide suggestions for Internet direct distributors to choose a suitable return way. Finally, this paper gives some advice for future research of return logistics channels.
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