小宇分享《考虑匹配性退货的产品信息发布与定价策略》摘要与引言

精读《考虑匹配性退货的产品信息发布与定价策略》摘要与引言”

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A close reading of the abstract and introduction of "Product Information Release and Pricing Strategy Considering Matching Returns"

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摘 要（Abstract）

针对由电商平台和制造商构成的平台供应链，研究产品信息发布和定价对消费者购买与匹配性退货行为的影响机理，进而探究电商平台如何选择信息发布策略并决定信息精度，以及制造商如何选择定价策略并确定最优价格．研究表明whatsapp网页版，当产品价格足够高，高精度的产品信息可以降低退货率，但有可能降低产品需求．面对匹配性退货telegram中文版，电商平台和制造商有三种最优策略组合：策略组合（Ｌ，Ｖ），制造商为产品制定低价以消除匹配性退货，并引导电商平台抑制产品信息精度以扩大需求；策略组合（Ｈ，Ａ），制造商为产品制定高价，引导电商平台发布精准信息以消除消费者不确定性；策略组合（Ｍ，Ｖ），制造商制定适中的价格以控制退货率，并引导平台抑制信息精度以扩大产品需求．论文界定了三种策略组合的适用条件，并探讨单位匹配成本和产品退货残值的变化对均衡价格和产品信息精度的影响．

This study examines the mechanisms by which product information release and pricing influence consumer purchases and matching returns within a platform supply chain comprised of an e-commerce platform and manufacturers. Furthermore, it explores how e-commerce platforms choose information release strategies and determine information accuracy, and how manufacturers choose pricing strategies and determine optimal prices. The study shows that, when product prices are sufficiently high, highly accurate product information can reduce return rates, but this may also reduce product demand. In the face of matching returns, e-commerce platforms and manufacturers have three optimal strategy combinations: strategy combination (L, V), where the manufacturer sets a low price to eliminate matching returns and guides the e-commerce platform to suppress product information accuracy to increase demand; strategy combination (H, A), where the manufacturer sets a high price and guides the e-commerce platform to release accurate information to eliminate consumer uncertainty; and strategy combination (M, V), where the manufacturer sets a moderate price to control return rates and guides the platform to suppress information accuracy to increase product demand. The paper defines the applicable conditions for each of the three strategy combinations and explores the impact of changes in unit matching costs and product return residual value on equilibrium prices and product information accuracy.

引言（introduction）

研究背景（Background）

市场发展与现实痛点（Market development and real pain points）

随着智能手机与移动互联网的普及，在线购物呈现爆发式增长态势——2022年中国网上实物商品零售额占社会零售总额比重已达27.1%，标志着电商已成为消费市场核心渠道。但网购的“非接触性”特征带来关键问题：消费者在购买前无法直观感知产品材质、色彩、版型等属性，难以判断产品与自身偏好的匹配程度，这种“消费者匹配不确定性”直接引发“匹配性退货”。

With the widespread adoption of smartphones and mobile internet, online shopping has seen explosive growth—in 2022, online physical goods sales in China accounted for 27.1% of total retail sales, marking e-commerce's emergence as a core channel in the consumer market. However, the contactless nature of online shopping presents a key challenge: consumers cannot intuitively perceive product attributes such as material, color, and fit before purchase, making it difficult to determine the degree to which a product matches their preferences. This "consumer matching uncertainty" directly leads to "matching returns."

2017年《网络购买商品七日无理由退货暂行办法》的实施，进一步明确了制造商的退货义务，消费者因匹配度不佳可全额退款，导致平台供应链面临显著的退货风险与成本压力。据行业观察，匹配性退货占电商总退货量的35%以上，尤其在服装、鞋类等个性化需求强的品类中占比更高。

The implementation of the "Interim Measures for Seven-Day Unconditional Returns for Online Purchases" in 2017 further clarified manufacturers' return obligations, allowing consumers to receive full refunds for unsatisfactory product matches. This has led to significant return risks and cost pressures for platform supply chains. According to industry observations, matching returns account for over 35% of total e-commerce returns, with a particularly high proportion in categories with a strong demand for personalization, such as apparel and footwear.

实践矛盾与研究必要性（Practical Contradictions and the Necessity of Research）

为降低匹配不确定性，部分电商平台已探索信息发布手段：如得物、发发奇通过虚拟试穿、3D展示等功能帮助消费者预判匹配度。但实践中存在明显矛盾——得物平台仅为高价鞋提供虚拟试穿（精准信息），低价鞋仅展示静态图片（模糊信息），这种“价格-信息精度”的关联逻辑尚未有理论支撑。

To reduce matching uncertainty, some e-commerce platforms have explored information dissemination methods. For example, Dewu and FaFaQi offer features like virtual try-ons and 3D displays to help consumers predict matching. However, this practice presents a significant contradiction: Dewu only offers virtual try-ons (accurate information) for high-priced shoes, while displaying only static images (fuzzy information) for low-priced shoes. This "price-information accuracy" correlation lacks theoretical support.

现有实践还面临双重困惑：一方面，直观上精准信息应降低退货率，但部分企业反馈发布精准信息后需求反而下降；另一方面whatsapp网页版，制造商定价与平台信息策略的协同性不足，常出现“低价高退货”或“高价低需求”的失衡。这些矛盾表明，匹配性退货场景下的信息发布与定价机理亟待系统性研究。

Current practices face a dual dilemma: While accurate information intuitively should reduce return rates, some companies report a decrease in demand after releasing accurate information. Furthermore, manufacturers' pricing strategies lack synergy with platform information strategies, often leading to imbalances such as "low prices leading to high returns" or "high prices leading to low demand." These contradictions suggest that systematic research is urgently needed on the information dissemination and pricing mechanisms in matching return scenarios.

研究问题（Research Questions）

核心问题（Core research questions）

1.产品信息发布（精度、策略）如何影响消费者的购买决策与匹配性退货行为？2.制造商的定价策略如何反向作用于电商平台的信息发布决策（精度选择、策略类型）？3.不同市场条件（单位匹配成本、退货残值)）下，制造商与平台的最优策略组合是什么？

1. How does product information release (precision, strategy) influence consumer purchasing decisions and matching returns?2. How does a manufacturer's pricing strategy affect the e-commerce platform's information release decisions (precision selection, strategy type)?3. What is the optimal strategy combination for manufacturers and platforms under different market conditions (unit matching cost, return residual value)?

研究目标（Research objectives）

1.揭示“价格-信息精度-购买-退货”的内在作用机理，填补匹配性退货场景下信息发布理论的空白；2.推导制造商（定价）与电商平台（信息）的均衡策略组合，界定三类策略的适用条件；3.分析单位匹配成本、退货残值对均衡价格与信息精度的影响，为企业提供可落地的决策依据。

1. Reveal the underlying mechanism of "price-information accuracy-purchase-return," filling a gap in information release theory for matching returns.2. Derive equilibrium strategies for manufacturers (pricing) and e-commerce platforms (information), defining the applicable conditions for three types of strategies.

3. Analyze the impact of unit matching cost and return residual value on equilibrium price and information accuracy, providing practical decision-making insights for businesses.

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翻译：谷歌翻译