Research On Pricing And Return Policy Of Dual-channel Supply Chain

In the face of fierce market competition,more and more manufacturers and retailers open online channels by opening the online shopping malls or building E-business platforms on the basis of maintaining the original offline channels,which can sell goods directly to customers.Besides,they can use their brand advantage to increase market share.However,e-commerce in promoting the rapid development of enterprises at the same time also bring some challenges,and the issue of consumer returns has become one of the major problems which major enterprises facing.Compared with the traditional offline channels,consumers can not directly access to products on the online channels before the purchase of goods,may be due to information asymmetry and other reasons for product quality,color or style does not match the picture,resulting in the return rate of the online channels is much higher than the traditional offline channels,increasing seriously the return cost of retailers and reducing the retailers' benefits.In the online sales and offline sales and merchandise return coexistence,due to online and offline channel operation mode and service level differences,resulting in online channels and offline channels between the existence of complementary relationships,there are competition,especially In the current network retailing,it is difficult to return,difficult to refund,and long return period.It seriously reduces the shopping experience of online consumers,further intensifies the competition between channels,and makes decisions about supply chain members' decision-making and income decisions.The important impact.Therefore,how to develop a reasonable return strategy and pricing strategy to become the key issues facing enterprises.Firstly,this paper set the dual-channel supply chain where the retailer opens the online channel as the background,the return time of consumers is taken as the level of the retailer service,and the demand function of the dual channel supply chain is set up from the point of view of the consumer utility.Studying the optimal pricing decisions of manufacturers and retailers through the establishment of the centralized and decentralized pricing decision game models,and analyzing the impact of the level of return service on pricing strategies and benefits of supply chain members.And then for the problem of long return period,put forward a dual return channel strategy,and charge consumers a certain return fee.Focus on the price and the return fee,the difference between the price,the return amounts,the demands and the profits of supply chain members in the single return channel and dual return channel is analyzed by establishing the game model.The results show that the reduction of the level of return service will result in a decline in the retailer and manufacturer's profits,and then reduces the overall profitability of the supply chain.The increase of consumer's sensitivity to the price and return fee will reduce the optimal price and the optimal return fee set by the retailer.Adding an offline return channel and providing the dual return channel for consumers can be used as an effective way to reduce the cost of consumer returns.