考虑健忘顾客行为的B2C无理由退货策略研究

通过分析顾客的购买决策及制造商的运营决策，研究考虑健忘顾客行为的电子商务环境下的无理由退货策略模型，并与只考虑策略顾客的无理由退货模型相比较，发现当市场中存在健忘顾客时，制造商的最优销售价格和最优生产量都有所改变，但最优退货价格保持不变。相比较而言，考虑健忘顾客的无理由退货策略模型更贴合实际，制造商在销售期初应该就市场上存在的健忘顾客适当调整其运营决策。

Research on B2C Unreasonable Return Policy Based on Forgetful Consumers Behavior

By analyzing the customer＇s purchase decision and the manufacturer＇s operating decisions, we study on B2C unreasonable return policy based on forgetful consumers. After comparing with the model only considering strategy customers, this paper reach conclusions as follows：when considering forgetful consumers, there are some differences in the manufacturer＇s optimal price and production, but they have the same optimal return price. In brief, the model based on forgetful consumers is closer to the actual situation and the manufacturer should adjust its operating decisions before the beginning of the selling season to conform to the fact of existing forgetful consumers.