The Dual-channel Return Policy That Allows Cross Returns Of Perishable Goods

In recent years,with the development of the network and logistics industry,online shopping is becoming more and more common in people's daily life.Many people start to go shopping online,and more and more e-commerce shopping platforms are seen by people.The development of online shopping platforms has helped companies open up a new market in which companies can seek more consumer demand.However,the rise of online platforms has had a huge impact on the traditional offline retail industry.Due to the development of online shopping platforms and online payment methods,people are used to the convenience and speed of online channels.Some people began to move away from the offline physical channels,and the sales of offline physical channels were affected.Under this circumstance,many companies began to develop a dual-channel sales model in order to seek better development.On the basis of maintaining the original offline sales stores,many companies began to vigorously develop online shopping platforms,online official websites,Tmall platforms,The Jingdong platform are online channels adopted by most companies.With the development of dual channels,the return of consumers is also becoming more and more serious.Consumers who purchase goods through online channels can only provide a small number of pictures,texts and video descriptions on the online platform of the enterprise,and make purchase decisions based on the evaluations of previous consumers after purchasing goods.They cannot access real products before purchase.Therefore,when receiving goods,consumers have lower satisfaction than offline channels.At the same time,due to the “seven-day no reason to return” policy,the return rate of consumers is much higher than that of offline channels.In addition,in recent years,more and more people have come into contact with perishable products.Consumers can buy fresh food,flowers,fashion apparel,high-end electronic equipment not only online,but also in physical stores.Because of the special nature of these perishable products,in the normal return process of such goods,there are more harsh conditions and treatment methods than ordinary goods.Therefore,for an enterprise,how to design a reasonable return policy is the key to the profitability of perishable goods enterprises.Based on this background,based on the previous research,this paper studies the return policy of the two-channel supply chain of a perishable product with only one enterprise.The company provides consumers with online and offline purchase channels,and sells the same products through channels.However,the sales price,return price,and residual value of returned products of different channels are different.Enterprises need to make decisions and make reasonable returns.Policies to maximize corporate profits.The article is based on the previous research on the enterprise MBG return policy,and studied the return policy of perishable goods.For perishable products,it is quite difficult to fully adopt the MBG return policy.Therefore,this paper considers the dual-channel return policy for return prices.In addition,this paper also considers the existence of cross-return,the three cases of allowing cross-return,allowing online channels to cross-return and allowing line channels to cross-return,respectively studied under each return policy,the enterprise should How to set the sales price and return price of different channels.By establishing a utility function to model the purchasing behavior decision of consumers,and to derive the demand and profit function of different channels of the enterprise,combined with the previous studies on the extreme value of the multivariate function with infinite number of stagnation points,These profit functions are solved by the most value,and the maximum profit that the enterprise can obtain under different return policies is obtained,and the relationship between the sales price and the return price set by the enterprise is solved,and different return policies are obtained.Under the enterprise can attract the demand of consumers.On this basis,the article compares the three return policies and draws out how to choose these three return policies under different circumstances.At the same time,this paper numerically analyze the profit models of the above three return policies,and numerically verify the results.