Research On The Decision Of Retailer's Product Pricing And Resale Under The Condition Of Returning Goods

With the progress of society and the rapid development of the economy,more and more ways and platforms for customers to purchase goods,All participants in the market can more easily access the information products on the market,and the Internet has become an indispensable part of people's lives and work,In terms of shopping,the online and offline markets are increasingly competitive,Retailers are characterized by diversity,individuality and rapid change in response to customer demand for products.For many retailers,new products need to be developed and brought to market to meet changing market demands,At the same time,it has also led to the fact that in the selection of many products,because the information of the goods cannot be fully understood,the consumers have blind purchase behavior and cause the return,Therefore,researching the return behavior of the market has certain research value and practical significance for the retailer to make effective decision.Due to the blind purchase of goods in the market,the problems that cannot be ignored are caused by the return problem.How can retailers formulate effective return policies based on customer return behavior to ensure their own profits are maximized? Unnecessary losses caused by returns can also guarantee the rights of customers.In this context,the return policy has become the focus of attention of enterprises and scholars.Based on the reading and analysis of the research results of domestic and foreign literature,this paper analyzes the retailer's pricing and ordering decisions when the return volume is affected by different factors from different perspectives.The main research contents and findings are: when the return quantity is affected by the actual sales volume and the refund amount,the change in the return quantity causes the retailer's decision change.The research content is that when the market demand is certain,the retailer establishes a model based on the maximization of its own interests,and provides a full-return policy,starting from three aspects.First,the influence of customers in the market on the return price,the impact on retailers' pricing and quantitative decision-making;Second,the impact of the retailer's returnshipping strategy based on its own interests on decision making;Third,considering the return shipping cost and the value of the product itself,consider the pricing and quantitative decision when reselling the returned product.Combining the case analysis with the numerical simulation,the research shows that the retailer accepts the customer's return,and the retailer's profit will be compressed when the return is not accepted.The price is low and the order quantity is high.,When different entities bear the return shipping cost,the customer will bear the higher return when pushing the return shipping cost,the retail price is high,the order quantity is small,and the return quantity is also small,When the retailer considers returning the product for resale,customers are more likely to be responsible for return shipping costs than retailers.