Research On Pricing And Return Policy Of Customized Products In Internet Environment

With the increase in the scale of online shopping and the increase in personalized consumer demand,more and more enterprises provide customized services to consumers through Internet channels.Pricing and return policies are the focus of corporate decision-making and are worthy of in-depth discussion.A profit model based on consumer demand for customized products in the Internet environment is established to discusses the applicable conditions of the no-reason return policy.The results prove that the customized products with higher customization degree are suitable for the no-reason return policy,and propose to combine the compensation strategy on the basis of no-reason return policy to improve the profit of the product.A profit model is constructed to compare three different partial refund returns policies for customized products in the Internet environment.Research shows that manufacturers should choose a return policy with different refund amount at different refund time to maximize the profitability of customized products.Further analysis leads to conclusions such as stringent return policies are suitable for customized products with high customization costs and high customization requirements.Finally,the profit model based on the competition of standard products and customized products is considered.The optimal pricing and return policy of standard products and customized products are obtained through game theory.The influence of customization degree of customized products on market competition is studied.The result can provide reference for pricing and return decisions for standard product manufacturers and custom product manufacturers.