电子商务退货物流动态行为分析

摘要

Based on e-commerce platform, this paper builds a return goods model with the method of system dynamics. At the same time, it analyzes the quantitative relationship between return policy and various operational indicators in the e-commerce enterprise, and uses Vensim PLE simulation software to do the simulation experiment. The results show that: ①the higher the return policy loosing, the return rate and sales rate will relatively rise. And it is consistent with reality; ②when the online retailer takes a time-limited return policy and if its return ratios are basically consistent with the industry, it can provide a more liberal return policy to increase product sales.%采用系统动力学的方法构建了一个基于电子商务平台的退货模型，分析了退货政策与电子商务企业的各个运营指标之间的定量关系，并运用Vensim PLE软件进行仿真实验。研究结果表明：①退货政策宽松度越高，退货率和销售率都会相对上升，这与现实相符；②当网络零售商采取有时间限制的退货策略时，如果其退货比例和业内基本一致，其可以通过提供较宽松的退货政策来提高销售量。