Research On Pricing Strategy Of Dual-Channel Supply Chain Considering Return

With the rapid development of the Internet economy,more and more enterprises have opened network direct sales channels in addition to the original traditional offline channels.Enterprises can sell goods through dual channels or even more channels.Further enhance the brand awareness and influence of the company.However,the diversified supply chain model will bring some new challenges while driving the rapid development of enterprises.This includes consumer returns issues that many companies are facing.Because consumers can't touch the physical goods when they shop online,the observation of the goods is not intuitive,and the return requirements are often raised due to various problems such as color,style,size and quality,which seriously affects the growth of the company's revenue.At the same time,in the process of returning goods,there is a phenomenon that the consumer experience is poor due to long return period and inconvenient return process,which has a great influence on the price and return policy decision of the dual-channel supply chain members.Therefore,considering the return policy and pricing decisions of consumers returning and returning service levels has become a key concern of enterprises.This paper takes S company to open the network direct sales channel on the basis of the original traditional retail channel.Starting from the return service level of the merchant,the paper establishes a dual-channel supply chain game model under different original channel return policies,and studies different return policies.The optimal pricing decision of supply chain members analyzes the impact of return rate and return service level on supply chain member pricing decisions and original return policy choices.The results show that when the return rate is in a small range and the return service is moderate,no matter which channel provides the return service,the profit of the company can be improved,but the increase of the return rate will cause the income of the company S and the retailer to decrease;When the company or its retailer provides return service,the increase in the return level can bring about an increase in the price and profit of the goods,so they always have the incentive to improve their return service level,but the marginal revenue from the improved return service level will gradually decrease..Then,for the problem of poor return experience and long return period,this paper puts forward the return policy of “online shopping offline return”,and considers the original channel return and cross-channel return method,and establishes a dual-channel supply chain game model.Study the pricing of supply chain members when providing “online shopping offline returns” policies under different power structures.Research shows that under this return policy,when S company dominates the market,its pricing and returns are the highest among several power structures.When the market has no dominant,Nash equilibrium,the supply chain members have the lowest pricing and returns.At the same time,as consumers' preference factors for a certain channel increase,the pricing and benefits of the channel also increase.Finally,by combining the actual situation of S company and the analysis results of the example,some suggestions for supply chain management are proposed for S company,and the shortcomings of this paper and the direction of future research are pointed out.