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《山东大学学报(理学版)》 ›› 2026, Vol. 61 ›› Issue (8): 1-15.doi: 10.6040/j.issn.1671-9352.0.2024.329

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直播供应链的退货运费险采用策略

王玉燕1,梁淑敏2,丁露萍1,王馨雅1   

  1. 1.山东财经大学管理科学与工程学院, 山东 济南 250014;2.山东师范大学商学院, 山东 济南 250358
  • 发布日期:2026-08-12
  • 作者简介:王玉燕(1978— ),女,教授,博士生导师,博士,研究方向为博弈论与供应链管理. E-mail:wangyuyan1224@126.com
  • 基金资助:
    国家自然科学基金资助项目(72371144,72192804);国家自然科学基金重大项目(T2293771);济南市自主培养创新团队项目(202228075);山东省泰山学者工程专项(tsqn202211197)

Adoption strategy of return shipping insurance in live streaming supply chains

WANG Yuyan1, LIANG Shumin2, DING Luping1, WANG Xinya1   

  1. 1. School of Management Science and Engineering, Shandong University of Finance and Economics, Jinan 250014, Shandong, China;
    2. School of Business, Shandong Normal University, Jinan 250358, Shandong, China
  • Published:2026-08-12

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摘要： 聚焦于直播电商供应链中的退货问题,探讨退货运费险策略在不同直播模式下的应用效果及品牌商应对消费者退货问题的最优决策。通过构建品牌商、达人主播和网络零售商间的4种博弈模型,系统分析了不同直播运营模式下的退货运费险采用策略与产品定价策略,并提出品牌商的最佳直播模式选择方案。研究表明,退货运费险策略在高退货率情境下能够有效降低品牌商的退货处理成本,但其效果受退货运费补贴水平及相关成本的制约。而达人直播模式在退货运费险的支持下更具优势;在高退货处理成本的情况下,品牌自播模式,特别是结合AI主播等技术手段,展现出更为显著的优势。本文的研究结论为品牌商在直播带货中的退货管理策略提供了重要的理论依据和实践指导。

关键词: 直播供应链, 退货运费险, AI直播, 定价策略, Stackelberg博弈

Abstract: This paper focuses on the issue of product returns in live-streaming e-commerce supply chains, exploring the effectiveness of return shipping insurance strategies under different live-streaming models and the optimal decisions for brand owners in addressing consumer returns. By constructing four game theory models involving brand owner influencer streamers, and online retailers, the study systematically analyzes the adoption of return shipping insurance strategies and pricing strategies across various live-streaming operational modes, while also proposing optimal live-streaming mode choices for brand owners. The research shows that return shipping insurance can significantly reduce return handling costs for brand owners in high return rate scenarios, though its effectiveness is constrained by the level of shipping subsidies and related costs. Influencer live-streaming, supported by return shipping insurance, demonstrates a clear advantage; however, in cases of high return handling costs, brand-owned live-streaming, particularly when combined with technologies such as AI streamers, offers more pronounced benefits. The conclusions of this study provide important theoretical foundations and practical guidance for brand owners in managing product returns in live-streaming e-commerce.

Key words: live-streaming supply chain, return shipping insurance, AI live-streaming, pricing strategy, Stackelberg game

中图分类号: 

  • F224
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