Research On Supply Chain Coordination Based On Sales Effort And False Failure Returns

In the fierce market competition environment,in order to attract customers and improve market competitiveness,the regulations on customer return become more and more relaxed.False failure returns policy has become an important means of competition.False failure returns are that the returns caused by the customer's dissatisfaction with the appearance,model and function of the products,as well as the reasons that they are not easy to operate and the products do not have quality or functional defects.At present,such returns are very common in fashion,home appliances,consumer electronic products,etc.In recent years,the large increase of false failure returns rate has brought new obstacles to the operation of retailers and the upstream enterprises of the supply chain,causing losses to the supply chain system.With the development of market and logistics,suppliers provide their products to multiple retailers.Because retailers are in the same or different sales market,they often have complex competition or cooperation relationship.At the same time,in order to prevent vicious price competition,ensure the market share of products,brand value and other factors,the sales price is often fixed in the case of multiple retailers.At this time,the price is no longer the decisive factor of the market demand.The research shows that the main factor affecting the market demand is the retailer's sales effort.Retailers' effort to improve the level of sales will help customers make the right purchase decisions,so as to improve customer satisfaction,expand market demand and reduce the number of false failure returns.However,each member of the supply chain often makes decision for the purpose of maximizing their own profits,which leads to “double marginalization effect”and fails to reach the overall optimal state.Therefore,it is very important to study the coordination of supply chain with sales effort and false failure returns.Considering the supply chain coordination based on sales effort and false failure return.Under the background of retailer competition and cooperation,the supply chain coordination problem is discussed in which sales efforts affect market demand and false failure return rate at the same time.Firstly,considering the supply chain coordination problem when retailers in the same sales area have sales effort competition under the deterministic demand,establish supply chain model under centralized and decentralized decision-making.The coordination mechanism of reward and punishment contract is designed to encourage retailers to improvetheir sales efforts and achieve the overall optimization of the supply chain,and the interval value of coordination contract parameters are analyzed.Furthermore,considering the uncertainty of demand,the supply chain coordination problem based on Retailer's sales effort competition is studied.Differentiated buyback contract based on reward and punishment strategy for coordination is designed to promote retailers to make the best decision and the interval value of coordination contract parameters are analyzed.Suppliers can achieve a win-win situation by adjusting parameters to achieve a reasonable distribution of profits.Secondly,from the perspective of retailer cooperation,considering the supply chain coordination problem of retailers in different sales regions when they are in inventory transshipment under stochastic demand.Through the analysis of transit probability,the expected return model of supply chain is established.The result shows that the differentiated buyback contract based on reward and punishment strategy can also effectively coordinate the supply chain.Finally,based on the brand clothing supply chain data as the research object,the theoretical analysis of the mathematical models are verified and the availability of the supply chain contracts and the influence of the relevant parameters are analyzed.It can provide some management suggestions for enterprise decision-making to improve the efficiency of enterprise and the performance of supply chain operation.