Research On Product Pricing And Return Policy Under Advance Selling And Normal Sale Integrated

E-business has changed people's consuming concept and manner. Newly products like fashion, books and electronic products are released with the help of advance selling and normal sale. The advance selling and normal sale intergrated mode not only meets the different customers' need and attracts more potential customers to purchase, but also forecasts and updates the total demand amount through the information of marker feedback. As the competitive market, online commodity varing greatly in quality, information rendering, image distortion and other issues, return is a common phenomenon. B2 C enterprises shouldn't provide an unlimitedly lenient return policy which is intended to improve customers' satisfaction. The harsh return policy will affect consumer purchase intention. How to make product pricing and return policy(refund and return cost-sharing) to maximize profits, which has become one of the important question in intergrated mode for B2 C making business decisions.This paper analyzes consumers' dicision of purchase and return made in the pre-sales and normal sales integrated pattern. The paper researches B2 C enterprises which are a collection of manufacturers and retailers that only considering advance selling's return from the customer to B2 C enterprises. Analyze controllable factors and flow chart which has great influence on consumers' buying and returning. Under the principle that consumers' utility is greater than zero, the article builds product pricing function with expect earnings and solves the best one. Simulate and analyze the consumer type, return combination and return time limit which affects the product pricing trend. The results provide reference value for product pricing. Meanwhile, this paper builds mathematical model with the goal of B2 C enterprise's profit maximization, and gains conclusion that the expected profit function is the convex function about booking discount and the return. The paper confirms the uniqueness of booking discount and the return combination. And simulate relationship between return combination with profits.The study results show that consumers' decision of purchase and return has a positive effect to the selling price. And the product pricing is highly affected by the consumers types. The more informed consumers, the greater the price of the product should be. At the same time, return strategy are also positively related to sales price. Greater the refund amount is, higher the price is. Greater company shares the return costs is and higher the product price is. The longer the return period, product pricing is also higher. Meanwhile, the paper simulates return combination model of the refund and return cost-sharing. And summarizing the return combination strategy with different prices: For low-price goods, adopt a generous refund policy to control enterprises cost-sharing. For high-price goods, control enterprises' refund and improve the cost-sharing ratio of return. For middle-price goods, B2 C enterprises must dynamically adjust them according to the preferences on refund cost and return cost-sharing.