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越来越多的电子商务网络销售企业为了在激烈的市场竞争中赢得一席之地,提高顾客的满意度,维持并提高顾客对本企业产品的忠诚度,便开始采取更为自由的退货政策,导致退货的大量增加。但随之而来的是居高不下的退货率,大量的退货成本严重影响了企业的利润。由此电子商务企业意识到退货逆向物流已日益成为企业之间竞争的一个有力的武器,并把退货逆向物流战略作为强化其竞争优势,提高顾客满意度,提高其供应链整体绩效的重要手段。
More and more e-commerce network sales companies in order to win a place in the fierce market competition, improve customer satisfaction, maintain and enhance customer loyalty to the company’s products, they began to take a more free return policy, resulting in the return of Increase rapidly. But followed is the high rate of return, a large number of return costs have seriously affected the profits of enterprises. Therefore, the e-commerce enterprises realized that the reverse logistics of return has increasingly become a powerful weapon in the competition among enterprises and regarded the reverse logistics strategy of return as an important means to strengthen their competitive advantage, improve customer satisfaction and improve the overall performance of their supply chain.