含有顾客退货的零售商转载博弈*
陈敬贤1 ，李国昊2 ，施国洪2
(1.南通大学 商学院1，江苏 南通 226001；2.江苏大学 工商管理学院2，江苏 镇江 212013)
摘要：为了反映顾客退货对于零售商库存系统的影响，分别构建了含有顾客退货的零售商最优订货
决策模型、零售商库存竞争的博弈模型和零售商转载博弈模型。给出了最优订货的解析形式，验证
了顾客退货对于零售商最优订货和期望利润的影响；给出了库存竞争博弈存在唯一纯战略纳什均衡
的理论证据和均衡订货的解析形式；给出了转载博弈存在唯一纯战略纳什均衡的理论证据及其存在
性与唯一性的必要条件，并给出了纳什均衡订货的解析形式。在此基础上，分析了三种情形下零售
商最优订货量的相互比较关系，获取了转载价格能有效调节零售商库存的理论证据，进一步证明了
合理设置转载价格能协调零售商横向转载和有效分配系统总的期望利润。数值算例则在验证以上结
论的基础上，重点分析了顾客退货在各种情景下对零售商期望利润的影响。研究表明，零售商库存
竞争一定程度上恶化了顾客退货对于零售商的影响，而横向转载则在一定程度上弱化了顾客退货对
于零售商的影响

关键词：供应链管理；横向转载；顾客退货；转载博弈；顾客市场搜寻
中图分类号：F253.4 文献标志码：A
Retailer transshipment game with customer returns
CHEN Jing-xian1，LI Guo-hao,2，SHI Guo-hong2
(1. School of Business, Nantong University, Nantong 226019, China；2. School of Management,
Jiangsu University, Zhenjiang 212013, China)
Abstract：In order to analyze the effect of customer returns on retailer's inventory decision making, we
construct three models of two retailers' inventory system with customer returns. The first one is a retailer's
optimal ordering decision-making model, the second one is a retailer's noncooperative game model with
inventory competition, and the last one is a transshipment game model between two locations. We obtained
analytical optimal results of the first model, and we prove the existence and uniqueness of pure Nash
equilibrium strategy of the second and the third one. Similarly, the sufficient condition of Nash equilibrium
in the transshipment game model was derived by the contraction mapping theorem. Thus, we proved that
transshipment prices can effectively adjust the retailer's inventory level. Furthermore, it also can coordinate
收稿日期：2011-08-23；修订日期：2011-11-01。Received 23 Aug. 2011; accepted 01 Nov. 2011.
基金项目：国家社会科学基金资助项目(No. 10CGL025)；江苏省高校哲学社会科学基金资助项目(No.
2010SJB630055)；江苏省高校优秀青年骨干教师资金资助项目(No. 苏教师2010第27号)；南通大学百名科研创新人
才培养基金（No. 通大社科2011第8号）. Foundation items：Project supported by the National Social Science Foundation,
China (No. 10CGL025), the Jiangsu University Social Science Foundation，China(No. 2010SJB630055), the Jiangsu
University Qinglan Project Foundation, China(No. 2010027), and the Nantong University one-hundred Innovative Talents
Foundation, China (No. 201108)

DOICNKI:11-3619/TP.20120214.1536.003°±2012-02-14 15:36
cnki/kcms/detail/11.3619.TP.20120214.1536.003.html
retailer's transshipment. Some numerical examples conducted to verify the analytical results and compare
retailer's expected profits. Such these results demonstrate that inventory competition may worse the impact
of customer returns on retailer's performance. However, transshipment between retailers may mitigate the
effect of customer returns.
Key words：supply chain management; lateral transshipment; customer returns; transshipment game; customer
market search
0引言
退货策略是多数零售企业实践的一种提升竞争力的营销策略，同时也是企业质量保证体系的主
要
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