Abstract In order to promote sales, some online platforms put forward freight insurance. However, as we know, only two cases are provided by online retailers in current online platforms. One is no freight insurance subsidy, the other is full freight insurance subsidy covered all goods. As the sale of large items in online platforms is more difficult than other merchandise, we focus on the freight insurance of selling large items online in the paper. The cases of freight insurance subsidy for partial goods and partial freight insurance subsidy in supply chain are introduced. Freight insurance subsidy for partial goods and partial freight insurance subsidy both contain a case of no freight insurance subsidy and a case of full freight insurance subsidy covered all goods. To study these two new types of freight insurance, we improve a new form of newsvendor model and introduce new demand functions, based on them, we focus on researching the problems of order, insurance and marketing in upstream and downstream two-echelon supply chains. Through these studies, we can get operation strategies that include order, insurance and marketing strategies with respect to optimal insurance subsidies, so that help online retailers sell large items and make more profits. Lastly, we provide two examples to illustrate the validity of the proposed methods.

中文翻译：

---

大件在线零售商保险补贴优化运营策略

摘要 一些网络平台为了促进销售，推出了运费险。但是，据我们所知，目前的在线平台中，在线零售商只提供了两种情况。一种是无运费保险补贴，另一种是全额运费保险补贴，涵盖所有货物。由于在线平台销售大件商品比其他商品更难，我们在论文中重点介绍了在线销售大件商品的运费保险。介绍了部分货物运费险补贴和供应链部分运费险补贴的案例。部分货物运费险补贴和部分运费险补贴均包含不补贴运费险和全额运费险补贴的情况。研究这两种新型货运保险，我们改进了一种新的报摊模式，引入了新的需求函数，在此基础上，我们重点研究了上下游两梯队供应链中的订单、保险和营销问题。通过这些研究，我们可以得到最优保险补贴的包括订单、保险和营销策略在内的运营策略，从而帮助在线零售商销售大件商品并获得更多利润。最后，我们提供了两个例子来说明所提出方法的有效性。针对最优保险补贴的保险和营销策略，从而帮助在线零售商销售大件商品并获得更多利润。最后，我们提供了两个例子来说明所提出方法的有效性。针对最优保险补贴的保险和营销策略，从而帮助在线零售商销售大件商品并获得更多利润。最后，我们提供了两个例子来说明所提出方法的有效性。