Research On The Return Strategy Of E-commerce Platforms Under The Agency And Wholesale Mode

With the vigorous development of e-commerce,the problem of consumer returns has become an important challenge for online retailers.Based on the online market platform and retail attributes of B2 C e-commerce,this paper studies the return strategy selection and commodity pricing of e-commerce platform under the agent model and the wholesale model.In this paper,we construct a two-level supply chain model of manufacturer and e-commerce platform,and use game theory to do the following research works: firstly,under the agent model,the manufacturer,as a third-party seller,enters the online platform to sell goods and formulates the return strategy.To study manufacturer's optimal return strategy,based on the actual situation,this paper establishes three different generous return strategy models.Secondly,under the wholesale mode,the platform purchases goods from manufacturers at wholesale prices,sells goods in online self-owned mall,and formulates return strategy.To study platform's optimal return strategy,based on the actual situation,this paper also establishes three different generous return strategy models.Thirdly,in order to study which business model is best for manufacturer and ecommerce platform under different return strategies,this paper compares the two business models of e-commerce platform.Through the comparative analysis of the models,it is found: firstly,under the agent model,manufacturer always prefers to implement Money-Back Guarantee returns policy and consumers bear the return cost.However,at this time,the profit of the platform is the worst.In order to obtain higher profits,the platform can use benefit compensation agreement to motivate manufacturer to implement the suboptimal return strategy that manufacturer implements the Money-Back Guarantee returns policy and bears the return cost.Secondly,under the wholesale mode,for platform and manufacturer,Money-Back Guarantee returns policy with consumer bears the return cost is as good as with the platform bears the return cost,and platform does not offer Money-Back Guarantee returns policy is the worst.Thirdly,under different return strategies,for manufacturer,using the agent mode is better than the wholesale mode to cooperation with e-commerce platform;however,for e-commerce platform,when the proportion of share is large,agent mode is better than wholesale mode.