Palavras-chave
Como Citar
Resumo
O rápido crescimento do comércio eletrônico tornou o varejo online o canal principal dos consumidores, mas também impulsionou o aumento das taxas de devolução de mercadorias, um desafio que exige uma infraestrutura robusta de logística de devoluções. O processamento simplificado de devoluções é agora essencial para plataformas que buscam sustentar a satisfação do cliente e o posicionamento competitivo, particularmente no crescente mercado chinês. Este estudo examina o Taobao, a principal plataforma de comércio eletrônico da China, analisando suas vantagens competitivas e desafios operacionais na gestão da logística de devoluções. Utilizando uma abordagem de estudo de caso apoiada por revisão da literatura, o desempenho é avaliado por meio de múltiplos indicadores-chave que medem a eficácia das políticas e a eficiência do sistema. Os resultados revelam que o Taobao construiu uma infraestrutura abrangente de devoluções por meio de estruturas regulatórias transparentes e procedimentos sistematizados, ao mesmo tempo que identifica áreas que necessitam de melhoria. Estratégias de otimização direcionadas são propostas de acordo. Esses insights oferecem orientação fundamental para outras plataformas que desenvolvem serviços de devolução eficazes e culturalmente adaptados, apoiando o crescimento sustentável no setor de comércio eletrônico chinês.
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