中国网络购物中退货逆向物流的研究MBAthesis—In the network shopping return reverse logistics research

 

 

Abstract: In recent years, the network shopping plays a more and more important role in modern people's life. Along with the consumer rights protection awareness, the return rate of the network shopping and requirements is increasingly high, this resulted return reverse logistics. The process of online shopping and entities shopping is different, the return mode and the process is relatively complex, needs different solutions to solve the return reverse logistics. This article choose the Zhejiang Crown Stock Limited Company as the survey object, obtained if e-commerce companies can improve the convenience of the return service，customer satisfaction will be significantly improved，thus will stimulate a greater potential demand. 

 

Key words: the return reverse logistic; The Zhejiang Crown Stock Limited Company. Clothing; The practice 

 

1 introduction 

 

1.1 the selected topic background 

 

With the rapid development of Internet and the increasing of Chinese Internet users, online shopping has become a part of the young fashion life. Since 2004, China's online shopping users always keep a fast growth speed to the number of online shopping will reach 200 million in 2011 [1]. The size of the network shopping are growing fast in China, is expected to reach 756.6 billion yuan in 2011, over the next few years the network shopping scale will continue to maintain rapid growth trend. #p#分页标题#e#

 

Because in the network shopping, the customer usually just by a simple description text and images to decide whether to buy, so it is easy to produce unnecessary purchases, and bought after produces the number, size and other inappropriate. Online purchase of goods need to delivery by logistics company, may cause the damage to the goods delivery process, and is inevitable in the process of production of incomplete, etc., all the above factors determines the network shopping has high return rate. 

 

Shopping online shopping returns process actually and real returns are quite different, the return of logistics in e-commerce environment from all over the country, return amount does not necessarily, resulting in the return of the logistics management is very complicated. So a lot of online retailers in order to avoid return problem, adopted the policy of protective right from the start, in a prominent location on a web site with various restrictions to return the item, some directly put forward "no return" policy. These "self-protection" return policy to a certain extent, make online retailers out of trouble, but this policy has greatly restricted their development, and can not fundamentally solve the problem of return logistics. 

 

1.2 the significance of topic selection 

 

Although have already put forward the concept of return logistics, and began to study the return logistics management and control method and return of the logistics of the meaning of modern enterprises, but enterprise in return reverse logistics control and management still exist many problems, understanding of return logistics has a lot of deficiencies. Within many companies are still lack of a clear system, does not have a returns management department, the bill also tight-lipped for returns management is afraid of trouble. In reverse logistics, returns in crawl at a snail's speed, but in the same system, can always see positive logistics at very fast speed. Returns, complaints, such as commercial return, return, terminal maintenance return return categories are widespread in the enterprise management activity, the involved departments throughout the various parts of the enterprise. Return reverse logistics management, therefore, need a lot of processing coordination, disposal, scheduling, tracking and management of the work, enterprise value to complete regeneration. 

 

According to the survey, 90% of consumers think website convenient return policy play an important role for them to make purchase decision; 85% of consumers said in return not convenient when they may not to online shopping; 81% of consumers said that when they choose online shopping, the return of the convenient or not into consideration factors [2]. Another survey shows that 80% of Internet users to online shopping expressed reservations about the return policy of [3]. #p#分页标题#e#

 

Thinking in the network shopping return reverse logistics solutions, has the vital significance to the development of electronic commerce. 

 

(1) improve enterprise brand image. As people life level is higher and higher, the consumer expectations of environment is becoming more and more high, environmental awareness has also been gradually enhanced. If you can handle the return reverse logistics enterprises, can maximize the use of existing resources, saving the cost of the enterprise, to minimize the destruction of the environment, make the enterprise management with greening, enhance the enterprise brand image, for enterprise to bring the potential economic benefits. 

 

(2) improve customer loyalty. Strengthen the control of the return reverse logistics, enterprises can quickly respond to customer return behavior, able to quickly solve the problem of return reverse logistics circulation space and time, has overcome the time interval and space intervals and interval, can win the trust of the customer, improve customer's satisfaction with the enterprise's products or services, won the loyalty of the customer to the enterprise products, increase the competition ability of enterprise in the market. 

 

(3) improve the quality of the product. B 2 C enterprise can through the reverse logistics system of statistics and analysis of the returned products, find the reason of customer returns, thus to improve the products, improve product quality. 

 

(4) improve the credibility of merchants. Online store business reputation depends on consumer satisfaction, the other part depends on the quality of the products. Consumer satisfaction refers to the customer to get the product or service and comes at a cost to the overall effectiveness of the evaluation. Through the return of the reverse logistics system, B, 2 C enterprises can not meet the requirements of the customers to ensure that product back in time, eliminate the customer's worries, increased its lead and trust to the businessman, so as to improve the market share of the business. 

 

1.3 analysis method 

 

The investigation of the paper will mainly adopt the following methods: 

 

(l) literature research 

 

To consult the relevant domestic and foreign researchers about the return of the reverse logistics of academic books, journal articles, conference record, including all kinds of books, research papers and reports, etc., through the understanding of the work of another, as well as to the problem of point of view, and observes and then analysis the research conclusions and Suggestions. 

 

(2) induction 

 

In this paper using the induction will be online shopping return policy and different classification of the return process, and puts forward a different solution. #p#分页标题#e#

 

(3) the ABC analysis 

 

Using the ABC analysis method, this paper analyzes reasons for return of online shopping. 

 

(4) case study method 

 

To zhejiang crown co., LTD. Electronic commerce as the research object, a detailed understanding of the basic conditions, development of the enterprise background as well as the existing problems, and get the required data and information as much as possible. 

 

2 related theory overview of the reverse logistics 

 

2.1 origin of reverse logistics 

 

Reverse Logistics (Reverse Logistics) originated in Stock in 1992 to the American association of Logistics management (CLM) contained in a study of a word, then after Kopicky (1993), Rogers and Tibben - Lembke (1999), Steve Butler (2004), developing and perfecting. The concept of reverse logistics on the elements constantly enrich, function unceasingly strengthens, the systemic also constantly improve. Many scholars at home and abroad on the definition of the American association of logistics management of reverse logistics were higher. 

 

2.2 the meaning of the reverse logistics 

 

The American association of logistics management on reverse logistics is defined as "reverse logistics refers to the logistics in the product in the process of recycling, waste disposal, hazardous materials management role; broad sense, including the reverse logistics and resource reduction, recycling, material substitution, reuse and waste disposal process all logistics activities. [4]" 

 

Reverse logistics is the reverse process of logistics. Return of reverse logistics, basically include two kinds, one kind of goods from retailers to return to the manufacturer, the other is due to various reasons resulting from consumer back to the retailer's return. In online shopping activities of reverse logistics, generally refers to the return from consumers to retailers. 

 

2.3 the general form of the reverse logistics 

 

The general form of the reverse logistics, including return of reverse logistics and two kinds of reverse logistics, the specific return, inspection, classification, and a series of subsequent recycling and reusing treatment methods and processes, these processes and activities constitutes the general pattern of reverse logistics. As shown in figure 2.1 

 

Figure 2.1 general reverse logistics mode 

 

2.4 the characteristics of reverse logistics 

 

Reverse logistics as a special part in the enterprise value chain, compared with the forward logistics, has obvious different, specific [5] table 2-1: #p#分页标题#e#

 

Table 2-1 reverse logistics with forward logistics 

 

Compared to project forward logistics reverse logistics 

 

The quality of the product unified not unified 

 

The price is relatively consistent irregularly 

 

Inventory management and unified 

 

Distribution costs are relatively transparent recessive 

 

Simple and complex product processing mode 

 

Product packaging unified much damaged 

 

Service at the attention of the high and low 

 

Operation process transparent is not transparent 

 

Transportation route is not clear 

 

Forward logistics and reverse logistics in the concrete operation: there are a lot of different places in the forward logistics, the key factors of cost are unified and is easy to calculate; Involved in reverse logistics, product price and cost calculation of great uncertainty and difficult operational, it often contains a lot of uncontrollable factors. In addition to return the product, in the reverse logistics can make appropriate treatment can sell again, this part will generate additional cost, so for reverse logistics cost accounting is very complex and weak controllability. 

 

Compared with the forward logistics, reverse logistics has significantly different characteristics, mainly manifested in the following [6] : 

 

(1) uncertainty 

 

Reverse logistics is the source of customers, they come from each region, the distribution is very extensive, no unified return channel, does not necessarily return time, so the handling of the reverse logistics has a great deal of uncertainty. However forward logistics are generally according to customer requirements to provide the corresponding services, have very strong pertinence, handlers have uniform standard, easy to operate. 

 

(2) complexity 

 

In the return of goods logistics may have many different products, this will increase the cost of product categories, so only the return logistics start to classification, check the return of the product or service. In addition, return or scrap product processing process is complex, leading to return logistics management is complicated. 

 

(3) the dispersion 

 

Return of the logistics of time, space, quality and quantity is difficult to predict. Return of the product could be produced in the field of circulation, may also in the field of production or consumption, it will connect to various areas, various departments, is a person, even in it all happen, so return reverse logistics and dispersion. #p#分页标题#e#

 

(4) cost calculation complex 

 

Return reverse logistics, the diversity of products involved, the number is not, and the return of the product quality is uneven, also requires a separate accounting of each return items required for surplus value and reuse cost, it is more difficult to make the return of the control and management. 

 

2.5 the reverse logistics theory foundation 

 

As positive logistics activity has its theoretical support, the generation of reverse logistics has its specific theoretical basis [7]. 

 

(1) the circular economy theory 

 

The circulation economic theory refers to the efficient utilization of resources as the goal, to "reduction, reuse, recycling" for the principle, characterized by material recycling and energy arrangement in use, according to the natural ecological way of material recycle and energy flow operation economic model. It requires people to consciously abide by in the social economy and ecological law, through the efficient and circular utilization of resources. Achieve low emission even zero emission pollution, achieve "win-win" of economic development and environmental protection. The running mode of circular economy as "resources - products - renewable resources -" recycled product cycle. This is a head-tail, material flow closed loop, the ultimate goal is to achieve "the best production, the most appropriate consumption, with the least waste". All in all, circular economy is short of material closed-loop flow type economy, in essence is a kind of ecological economy, is a new type of, the model of economic development in harmony with the environment. 

 

(2) the sustainable development theory 

 

Sustainable development theory is to point to satisfy the need of modern people, is the ability of future generations to meet their needs to the development of the hazards. Human after the industrial revolution, due to the rapid development of science and technology, greatly increasing the speed of natural resources exploitation and use, increasingly serious shortage of natural resources. And the reverse logistics can realize products from customers to suppliers of reverse flow, make natural resources can be reused for many times, realize the sustainable development of natural resources. Reverse logistics requirements to environment friendly way to use natural resources and environmental resources, to realize the economic activities of the ecological turning. Reverse logistics model to maximize the resource utilization, waste minimization, and ecological economic activities into a fundamental goal, emphasized on the basis of the material recycling economic development, realize the coordinated development of economy and the resources and environment. Reverse logistics is the intrinsic motivation of sustainable development, speed up the economic growth mode transformation of external power, the implementation of reverse logistics is a wise move. #p#分页标题#e#

 

(3) the ecological economics theory 

 

Reverse logistics is an important part of social reproduction, in the process of the activities not only has the material recycling and energy transformation, and has a value and the realization of the value transfer. Ecological economic efficiency is a comprehensive unification of economic benefit and ecological benefit, it is not only the immediate interests and long-term interests of human economic activity to the combination, and is a combination of local interests and overall interests. Enterprises through the implementation of reverse logistics, production, reduce the waste will be recycled after the reproduction of parts and materials used in products, reduces the consumption of natural resources, to maintain good ecological environment. Material, on the other hand, reuse, reduce the enterprise to produce cost, to the enterprise has created a huge profit space. Thus, reverse logistics involves economic and ecological environment system, and set up a bridge of communication between economic and ecological environment benefit. 

 

3 The causes of  return reverse logistics and the existing problems 

 

3.1 the causes of return reverse logistics 

 

Although online shopping has gained rapid development, but its effect is still unsatisfactory, the main reason is that in the network shopping return rate increased significantly than normal mode. Our analysis from the following several aspects to [8]. 

 

3.1.1 network of virtual sex 

 

Because the network shopping on the Internet as the main means to carry out sales activities online, so I can't avoid due to the return of the logistics network of virtual sex. 

 

(1) buyers and sellers of information asymmetry. In online shopping activities, consumer and B 2 C enterprise is to trade in the virtual environment. Consumers can't see the real goods or services, for commodity knowledge can only rely on B2C enterprises with words and pictures on the website. In this virtual environment, for the quality of the goods, consumer is in complete disadvantage, and the seller has all the information of goods, in the absolute advantage. The serious information asymmetry cause consumers after receiving goods found a big difference in the physical and online description, leading to a large number of return. 

 

(2) purchase and logistics separation. Purchase and distribution in the network shopping is usually separated, when consumers in selected goods orders usually communicate with online sellers, but consumers received goods are mostly responsible for distribution of third party logistics company. Because the goods in the process of logistics distribution are prone to damage or other force majeure is easy to cause the goods and do not conform to the consumer's demand. #p#分页标题#e#

 

(3) deceptive information description. In the network shopping consumer understanding of the commodity is mainly obtained by merchants to description on the site, so it is difficult to identify the authenticity of information. Many businesses deliberately described defective goods, high imitation products quality goods caused huge losses to the consumer. 

 

3.1.2 consumer impulse buying behavior 

 

Make consumers in the network shopping on the Internet businesses choose to have the absolute initiative. Never leave home, consumers only need to the mouse, you can change from one store to another store, from one city to another city. In the fierce market competition, in order to improve the sales performance, attract more consumers, B 2 C enterprises tend to launch all kinds of discount promotions to attract customers. Facing the wide variety of goods and attractive advertisement, a lot of consumer is not rational, when buy on impulse buys you don't need the goods. Payable upon receipt of the goods, consumers returned reason, found that the purchase of goods can not meet the needs of themselves, and he began to ask to return money. 

 

3.1.3 need to reduce costs 

 

According to Williamson's transaction cost theory, the higher the capital specificity, the greater the counterparty dependencies, the higher the market transaction cost. As the capital specificity increases, trading should be internalized to eliminate opportunism behavior under market mechanism, in order to reduce transaction costs. In return reverse logistics as a result of the return of the product variety, according to different products require different forms of management, so it will lead to the increased cost of enterprise, in order to reduce costs, must have detailed knowledge of the return logistics and formulate the corresponding strategy. 

 

3.1.4 return logistics based on ABC classification analysis 

 

ABC classification is also called primary and secondary factors analysis, it is according to things in technology or the main characteristics of the economic aspect, carries on the sorting, distinguish the key and general, which have difference to determine the management method of a kind of analysis method. Because it makes the analysis object is divided into A, B, C three categories, so also known as ABC analysis method. Return is due to network of online shopping, consumers, and online businesses caused by different reasons, so it is difficult to determine the key reasons. Sorting through the ABC classification to return reason below to find out the key reasons that lead to return in the network shopping, thus is advantageous to the B 2 C enterprises return logistics management. According to the ABC classification, if one or several causes of return of the amount of total return of 75% - 75%, these reasons as A class, the ratio from 10% to 15% of classified as class B, the other for class C. This article summarizes the return reason mainly has three (as shown in table 3.1), according to the related department investigation found that about 80% of the return is by the network of virtual sex namely class A, about 15% of the return is the merchant's subjectivity is class B, about 5% of the return is caused by A consumer impulsivity is C. So businessmen must minimize when return logistics management because of the merchant's subjectivity caused by return. If necessary, the businessman can be further subdivided, the cause of the network itself through continuous segmentation, classification, find out the key cause of the return, purposefully to return logistics management. #p#分页标题#e#

 

Table 3.1 B2C e-commerce mode to return the main reason 

 

The return reason 

 

Asymmetric information, the network cheat, purchase and distribution separation 

 

Online businesses to reduce costs need, lack of perfect return system 

 

Consumer impulse buying 

 

3.2 return reverse logistics problems 

 

Along with the development of the return of reverse logistics in our country, it can be seen that the return reverse logistics in our country there are several problems in [9] : 

 

3.2.1 expand step by step of supply chain risk 

 

Although reverse logistics can make the downstream customers to reduce or avoid operation risk, but as a result of loose recycling strategies and increase the risk of their own, namely the risk shifting from downstream to upstream. In addition, there is also a demand of supply chain information step by step amplification effect, namely the "bullwhip effect", which are the serious distortion of information. The above two factors interaction, which leads to the supply chain risk gradually exaggerated effect more apparent [10]. 

 

3.2.2 no unified return system 

 

Table 3.2 return policy analysis of China's online shopping platform 

 

Online business category standard return fee refund amount hit return logistics 

 

Excellent comprehensive received goods within 15 days from the customer, goods and packaging intact, special goods shall be separately prescribed consumers bear full no quality problem, there are quality problems business to undertake business designated third party logistics door-to-door service 

 

Jingdong mall comprehensive receive goods within 7 days from the customer, product and packaging intact, such as special goods shall be separately stipulated the online merchants reason return, refund 90% consumers the third party logistics 

 

Dangdang comprehensive receive goods within 7 days from the customer, goods and packaging intact, special goods shall be separately prescribed full free for the first time, after the second charge merchants designated third party logistics door-to-door service 

 

We can see, the above several online retailers that holds a large share in the network shopping market, has carried on the detailed instructions to return them, but in the network shopping also did not give enough attention to reverse logistics enterprise management, also have no unified reverse logistics policy and will never return reverse logistics as their development project, also didn't go to analyze why to develop reverse logistics system, so the development of reverse logistics in the market now is essentially random in the development, no order. #p#分页标题#e#

 

Whether most of the sellers value only attract customers to purchase goods not to understand the importance of the returns management, let alone return. In this case, the online businesses need to set up a complete system of return, otherwise it will affect the consumer to enterprise's trust, influence consumers to purchase goods again, influence customer relationship with the enterprise and enterprise's future development. 

 

Electronic commerce is a new business activities, many online merchants online trading experience, not don't know how to deal with the return of the amount. Don't know how to set up a complete reverse logistics management system, to improve their image, play an important role in promoting enterprise development. 

 

3.2.3 lack of reverse logistics information system 

 

Lack of reverse logistics information system in our country, on the one hand, because the reverse logistics activities of the information system demand is high, and itself is very complex, so it is difficult to operate on the basis of the forward logistics information system; On the other hand is because the enterprise's management idea is difficult to keep pace with The Times, most enterprises are not willing to put money to develop reverse logistics information system, so that the slow development of reverse logistics information technology, even though some companies have established the information system, also did not play a role of the ideal. 

 

We lack of a reasonable return mode and logistics mode 

 

Online shopping is the trade in the virtual and reality has the certain difference, especially the product ordering and distribution from each other, the separation of trading provides a convenient but also brings some problems, may increase the misleading of the false information; General way to trade online market are pay before delivery, at the same time, online shopping also have no ideal return promise, it also increased the difficulty of the buyers a satisfactory goods. Product distribution in the network shopping is mostly done by the third party logistics, but there are many problems in domestic third-party logistics [11], third party logistics market concentration is low, the size of the dispersed, lack of enterprise integration. Logistics providers lack of information technology, information technology such as Internet, EDI, bar code failed to fully application of limited information feedback; No between supply and demand both sides communication, mutual communication, lack of business cooperation with customers, information resources cannot be Shared, not form a mutually dependent partnership. 

 

4 to solve return reverse logistics strategy 

 

In the fierce competition in the network shopping, return of reverse logistics is unable to avoid. Good return reverse logistics system will not only reduce the cost of enterprise, but also for enterprises to create more interests. How to effectively implement the return reverse logistics, it is every 2 C B enterprises must pay attention to [12]. #p#分页标题#e#

 

4.1 perfect e-commerce platform, reduce unnecessary returns 

 

4.4.1 provide detailed product information, to overcome the information asymmetry 

 

Customer's online shopping is often just through electronic drawings or specifications of the goods, goods from the visual sensation, unable to meet directly with goods, often find online commodity information and actually see inconsistencies. In order to reduce consumer caused by information asymmetry buy and error caused by the return of the fault, B2C enterprises to provide detailed and accurate as far as possible on the website of commodity information. On the basis of guarantee the quality of product image, the use of images from multiple aspects to carry on the omni-directional display goods, especially pay attention to the performance of the goods. In addition, e-commerce companies can provide our comparison of similar products on the website function, let the consumer in the process of sufficient contrast selection, choose to himself the most satisfactory products, thus reducing the consumers because of information asymmetry and the probability of fault to buy, buy, and at the same time improve the consumer satisfaction of its customers. 

 

4.1.2 assure consumers have enough time to consider whether to buy 

 

When consumers on the Internet under an order, need to let the consumer to consider whether to order goods demand, should have a process for consumers to determine their purchase intention, if consumers repentance, to allow the cancel the order within a given time. On the surface, it will reduce the number of orders, reduce the electronic commerce enterprise sales, but in fact managed to evade the return costs brought about by consumers. 

 

4.2 solve the bullwhip effect 

 

Although reverse logistics can make the downstream customers to reduce or avoid operation risk, but as a result of loose recycling strategies and increase the risk of their own, namely the risk shifting from downstream to upstream. In addition, there is also a demand of supply chain information step by step amplification effect, namely the "bullwhip effect", which are the serious distortion of information. The above two factors work together, the risk of supply chain step by step amplification effect more apparent. Can adopt the following method to solve the problem: one is to weaken the bullwhip effect [13]. The main methods include information sharing, compression batches lead time, small batch delivery, delay strategy, standardization of parts, etc.; 2 it is to establish a contractual cooperative strategic partnership. The supply and demand both sides determined by reverse logistics cost sharing contract (including the damage risk) and income distribution proportion, realize the risk-sharing, benefit sharing. #p#分页标题#e#

 

4.3 to establish a reasonable return policy 

 

Despite the return of the reverse logistics will generate additional cost, but a reasonable return policy will enhance consumer confidence, to eliminate worries of consumers, thus raising consumer repeat purchase rate. It can shape a good corporate image, expand market share, enhance the enterprise the competitive advantage. Therefore, electronic business enterprise should reduce the return reverse logistics can be avoided, as far as possible to formulate a reasonable return policy, and through various channels for consumers to fully understand the return process. Make consumers can rest assured bold to shopping in e-commerce site. 

 

Online retailers should put about return policy clearly marked in a prominent location in sales platform, including the return of the risk condition, the return process, return, return, return money settlement, etc. Through the return policy for consumers to know what kind of goods can return, what kind of goods can't return, avoid due to the return policy does not understand returns, such as purchase, please indicate special commodity to sell. 

 

4.4 build return reverse logistics system 

 

4.4.1 based on EDI system design effective reverse logistics information system [14] 

 

One is the enterprise need to establish a perfect information system and operation management system, digging a new source of profits, in order to enhance customer satisfaction. 2 it is to establish a contractual cooperative strategic partnership. The supply and demand both sides determined by reverse logistics cost and revenue sharing contract allocation proportion, realize the risk-sharing, benefit sharing. Reverse logistics in the establishment of the reverse logistics information system, make each work link related business department of interlocking, realize rapid response of reverse logistics. 

 

4.4.2 pointed to the implementation of the quick response (QR) or effective customer response (ECR) 

 

According to the characteristics of the returned products, is a functional product or innovative products, based on the cost and benefit analysis, draw lessons from the method of supply chain management, rapid response and effective customer response, the reverse logistics management, reduce the processing time of each link, improve the processing speed. Through the application of information technology to help reverse logistics standardization. For example, using three dimensional bar code, can store more information. So that the relevant goods structure, production time, material composition, the information such as sales, processing Suggestions, through filling bar code on the goods, effectively for the commodity in reverse circulation also facilitate timely tracking. #p#分页标题#e#

 

4.4.3 returns management information system integration 

 

Returns management information system in addition to request the company have enough resources to build, also requires enough to deal with the return of the flexible design all kinds of exceptions in the process of logistics, and associated with the complex across business department in the company. In the enterprise, the IT department of return logistics software does not seem to be the priority development projects, so the lack of return logistics software is a common phenomenon. 

 

In the case of lack of return logistics software products, must return product process management for personalized custom design software. Respectively and classified to return information processing is a good the core content of reverse logistics information system, which directly impact on tracking costs and returns process management. Effective information systems general reasons for each return and final disposal of the compiled code, in order to realize the real-time tracking and evaluation. 

 

Returns the establishment of the management information system [15] for the return of the redistribution of comprehensive implementation provides the most powerful operations that make all the related business department on the recovery chain, closely linked to return fast response, which won the credit for the enterprise, improve the management of cash flow. 

 

4.4.4 regular analysis of historical return data, adjust online commodity management approach 

 

E-commerce enterprises return reverse logistics through the collection, storage and analysis of historical data, to find, classified return reason, to find the problems existing in the enterprise management. For example: what proportion of return goods is bigger, what kind of customers return phenomenon is more, the enterprise in the commodity description, online customer service, whether there is the lack of corresponding logistics distribution, and update related management way, adjust online goods, reduce the probability of future goods return. There is such a case: a store a product return rate was 32%, and the stores are found through the analysis of return most of the returned goods because the goods online display packaging send consumer packaging is not consistent with the actual. The businessman adjust online packing style, goods return rate was down about 40% from the previous return rate immediately. 

 

4.5 establish centralized return centers 

 

Because the return of the behavior itself has a great deal of uncertainty, the amount and type of returned products also cannot predict in advance, if to separate the return of the goods, such as small batch to transport back to the manufacturer, etc.), apparently, will greatly increase the processing cost of return. Centralized return processing center [16] will all return to the same place for processing, which can realize economies of scale. First of all, the return of the centralized processing can be returned goods, not the same kind of product can focus on transportation, improve transport transport capacity utilization, reduce repeat transportation and cross transportation, reduce logistics cost, but also can optimize enterprise resource allocation, enhance the competitiveness of enterprises; Second, centralized treatment can make the multiple of returned products link for continuous, save the return of the processing time, accelerate the processing speed of product, shorten the return cycle, improve customer satisfaction; Third, manufacturers could effectively according to the return of the product improvement, to improve the competitive ability of the manufacturer's own products. #p#分页标题#e#

 

Centralized return processing center can adopt the way of door to door service, when customers negotiate with online merchants to return, merchants to share the information to the return of the center, center send someone the door to receive a refund, and then will receive a refund information sharing again to the businessman, merchants can be realized in a very short period of time a refund. So can greatly save the time for return customers, shorten the return cycle obviously. 

 

4.6 combined with their own characteristics, select a reasonable return logistics mode 

 

B2C e-commerce mode of return logistics handling including both online and offline processing. Online processing refers to the businessman when designing shopping site is to establish a system of online return offline processing refers to the business through the third party logistics return processing. Therefore, B2C e-commerce mode of return logistics mode usually has two kinds: 

 

(1) enterprise self-built logistics mode 

 

Enterprise logistics mode refers to the enterprise will be themselves need borne by yourself and complete logistics activities. Enterprise self-built logistics mode can make full use of their resources, is the advantage of the enterprise forward logistics system, combined with the enterprise reverse logistics has become a complete system. For large enterprises, they have more advanced management concept, methods and effective information management system, can consider to their own development, reverse logistics enterprise self-built logistics mode to increase the credibility of the consumers to return logistics service dealer, improve enterprise's market share; Reduce the return of the cumbersome process, but to increase the enterprise economic costs of operation. 

 

(2) the third party logistics mode 

 

Third party logistics [17] enterprise is engaged in the commodity trade both parties of some or all of the logistics service provider. E-commerce businesses use the third party logistics can be mainly focused on improving the core competitive ability, the management on sales management, improve the comprehensive strength of enterprises; E-commerce businesses use third-party logistics companies to provide professional logistics service can bring its scale, reduces the enterprise return logistics costs; E-commerce enterprise logistics enterprises to carry out the delivery can be used to reduce the inventory of e-commerce enterprises, improve the logistics 

 

Delivery speed, improve the level of logistics service. For medium and small enterprises, considering their own economic strength, the core competitive force of the factors, such as its own development, return logistics are difficult to return logistics can make use of third party logistics development. #p#分页标题#e#

 

5 gold crown sports shop return reverse logistics problems and solution strategy 

 

5.1 gold crown sports store return logistics operation has a problem 

 

(1) how to select the different according to different payment return procedures, the greatest degree to save customers time and cost for return, improve customer satisfaction? 

 

(2) how to properly handle the returned goods, to the greatest extent save reverse logistics cost, improve the competitiveness of the shop? 

 

(3) lack of specification, unified information management platform, real time control of the real cannot return information. 

 

5.2 gold crown sports shop return logistics problems solution 

 

5.2.1 to return his various payment make a different plan [18] 

 

5.2.1.1 cod 

 

(1) the customer when I receive my order on the spot refuse 

 

Because this kind of situation has not yet occurred money transaction, there is no payment flow. Express company will products sent directly back to the central return center, properly handle. 

 

(2) to return after payment 

 

Customers have to pay for shopping, if you would like to return, at this time the customer contact with online merchants, businessmen will return information notice on return after reaching a negotiated consensus processing center, center send someone the door to receive a refund, refund of payment at the same time. The situation for return center to participate in the payment flow, it should be paid with merchants set up a corresponding relationship. 

 

5.2.1.2 the bank on the net of payment 

 

If used when customers shopping online banking payment, receive product ago will payment paid to online merchants. Return, after consultation with businesses online, merchants will return information notice return processing center, the center sent 

 

Take back door. After the return of the processing center notify merchants have received return, businesses will have to pay through online bank payment for goods returned to the customer. 

 

5.2.1.3 third-party guarantee way to trade 

 

(1) the customer confirm to return before payment 

 

When customers buy goods payment first payment to a third party, because hasn't happened yet, therefore the return of the payment for goods need to return to the customer by a third party. Customers to apply for to the businessman to return, agreed after the businessman inform central return center to return, at the same time with the third party, return the payment for goods. #p#分页标题#e#

 

(2) the customer wants to return after confirm payment 

 

The customer confirmation, payment to a third party to merchant account. If the return of the consensus, the businessman will return information to inform on return processing center with door-to-door service, timely notify the merchant after receiving return center, businesses will payment for goods returned to the customer by means such as online banking account. 

 

5.2.2 logistics mode choice 

 

Network marketers choose different different influence on the return logistics logistics mode, three types of reverse logistics mode comparative analysis as shown in table 5.1. 

 

Table 5.1 the comparison of three reverse logistics mode 

 

Small and medium-sized network marketing companies are less reverse logistics quantity, variety, wide distribution, characteristics of uncertainty, if let all returns management businesses in isolation, each set up a return of the processing system, not only need a lot of money, and equipment utilization rate is low, can't play scale effect. So can a return of the alliance or entrust the third party reverse logistics center is responsible for the professional, business outsourcing will return. 

 

Electronic products reverse logistics outsourcing has the following advantages: [19] 

 

A. one is to reduce uncertainty, reduce the cost. 

 

Companies will reverse logistics outsourcing to a third party reverse logistics service providers, with recycled products can reach the requirements of the legal responsibility, and can reduce the risk of product recovery and distribution market uncertainty, reduce the huge investment for reverse logistics equipment and personnel, reduce the investment risk. The third party reverse logistics enterprises through the integration of multiple customer business, for many enterprise services, realize the management and operation scale. 

 

B. The other is the enterprise can focus on its main business. 

 

Will reverse logistics outsourcing, enterprises can be devoted to their core manufacturing business, such as xerox will replace office printers all on-site dismantling work outsourcing reverse logistics. 

 

C. three is information feedback in time, which is beneficial to product design optimization. 

 

The third party reverse logistics enterprises for the convenience of the removal of recycling processing, etc., often from the Angle of the reverse logistics in the suggestion to improve product design, raw material, is advantageous to the enterprise optimize product design and production process in a timely manner. #p#分页标题#e#

 

5.2.3 requires use of e-commerce platform, to get information quickly and accurately to ensure reverse logistics smoothly. 

 

At present, in the reverse logistics is the most important problem is the lack of product data information, so IT should be established for the reverse logistics services information system, to provide accurate and plenty of additional information. 

 

1, the information collected. Reverse logistics information collection in addition to return information records, also including harmful products recall, outdated reminding information such as data collection. In the electronic commerce environment via Email, or sales website home page can be used the flexible methods such as questionnaire survey to obtain this information. 

 

2, exchange of information. Forward logistics and reverse logistics are the two aspects of logistics, the logistics (is) often use Electronic Date Interchange (edi) system, the enterprise and the enterprise (B to B), between enterprises and consumers (B to C) are using this data format for trade transactions or information exchange, etc. Reverse logistics has yet to adopt the electronic data, it is necessary to contact with forward logistics to strengthen, the reverse logistics from the forward logistics of electronic data required for the production, sales (including product sales, sales amount), gu 

 

Information such as guest usage. 

 

3, the network involved in deep. Can be set on the website of second-hand trade content, better access to products and in the aspects of market information in real time. 

 

6 Conclusion 

 

With the progress of science and technology and people living standard rise, consumer demand for product diversification and individuation is higher and higher, consumers' rights consciousness has been strengthened. With the development of the Internet, B to C e-commerce business growing rapidly, when consumers purchase online to see inconsistent with physical commodities, bought don't want to buy goods, or received the goods quality problems, will lead to a large number of return. The increased amount of returns with the online merchants operating costs increase, the return costs will offset the profits of e-commerce. And convenient return policy is very beneficial to online retail business, website convenient return policy and return policy for whether customers purchase decision and will buy again play an important role. 

 

This article through to our country B2C e-commerce return logistics reasons, return logistics characteristics, return policy and process analysis, on the basis of return are discussed under the electronic commerce environment of logistics management strategy, so as to shorten the return process, increase customer satisfaction and reduce the material cost. Finally, in the hope that this article proposed the return of logistics in e-commerce environment, who will take care of the e-commerce enterprises return logistics solution of certain guidance and reference role. #p#分页标题#e#

 

Due to the author's knowledge level is limited, at the time of this writing unavoidably exist some imperfect place, and the paper involves the breadth and depth also has certain limitation, these need to be further perfect. 

 

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