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摘要近些年来，由于电子商务的迅速发展，网购市场有着巨大的潜力。但与此同时退货事件迅速飙升，退货成本不断提高，顾客的投诉量不断增加，对企业的信誉和收益造成了很大影响，所以对退货物流进行管理已经迫在眉睫。
论文中首先运用文献研究法了解相关理论和学者的研究现状，然后以此基础，对电子商务下退货逆向物流的产生背景、运作现状以及存在的问题进行分析，再根据问题的成因提出改进策略。最后运用案例分析法，从实例的角度以淘宝为例提出总体方案——建立集中退货处理中心。通过对电子商务下退货逆向物流问题的分析，本篇论文的主要结论是：（1）采用差异化退货策略，提高顾客满意度；（2）重视信息网络系统建设，提高退货效率；（3）强化供应链管理，建立战略合作伙伴关系；（4）建立第三方集中退货处理中心，增强企业竞争力。50965
本文所研究的电子商务环境下的退货物流问题，能够帮助电商企业选择最适合自身的物流退货模式，为一些退货问题提供解决方法和依据，提高了企业的退货效率和顾客满意度，降低了退货成本，保证了企业收益，有助于促进电子商务和物流的发展。
毕业论文关键词：电子商务；退货逆向物流；集中退货；研究方法
Return Reverse Logistics Research in Electronic Commerce
Abstract In recent years, with the rapid development of e-commerce, online shopping market has great potential. But at the same time the return events soared, return costs continue to increase, customer complaints are increasing , corporate reputation and profitability caused a lot of impact. So the return logistics management is imminent.
Thesis first use literature study theory and research to understand the status of scholars, then this basis, the return on e-commerce background reverse logistics, operational status quo and the existing problems were analyzed, and then propose improvement strategies based on causes of the problem. Finally, use case analysis, from the perspective of empirical Taobao as an example to formulate an overall plan - establish a centralized return Physics. Through the analysis of e-commerce return reverse logistics problems, the main conclusions of this paper are: (1) Return Policy differentiation, improve customer satisfaction; (2) pay attention to the information network system construction, improve the efficiency of return; (3) strengthen the supply chain management, the establishment of strategic partnerships; (4) the establishment of a third-party centralized returns processing center, to enhance the competitiveness of enterprises.
Return logistics problems studied in this paper under the e-commerce environment, can help commercial enterprises to choose the most suitable for their own return logistics model to provide solutions and the basis for the return of some problems, improve business efficiency and customer satisfaction return and reduce the Return costs to ensure that the corporate earnings will help promote the development of e-commerce and logistics.
Key Words: electronic commerce； return reverse logistics； centralized returnn； Research methods
目 录
摘 要 I
Abstract II
目 录 III
一、绪论 1
（一）研究背景 1
（二）研究意义 2
（三）研究内容和方法 3
二、理论基础和文献综述 4
（一）理论基础