Research On Retailer Return Service Mode Selection And Pricing Decision

The fifth Plenary Session of the 19 th CPC Central Committee put forward "comprehensively promote consumption,improve the consumption environment,and strengthen the protection of consumer rights and interests".After-sales return service and price control are the key to creating a good consumer environment and revitalizing consumer confidence.At present,with the upgrading of domestic retail services,the choice of return service model and pricing decision of domestic enterprises directly determines whether they can develop in the longer term under the new consumer market environment.Based on this background,the paper analyzes the retailer’s choice of return service mode and the corresponding optimal pricing decision under different circumstances.The main work is as follows:Considering the channel advantages of retailers’ online no-reason return service and offline shopping experience,the demand and profit functions under the three modes of no offline no-reason return service,offline no-reason return service and differentiated online and offline return service are constructed respectively.The optimal pricing of retailers under different return service models under centralized unified pricing,centralized differential pricing and offline dominant pricing is explored by basic calculation.Through comparative analysis whether retailers opening line has no reason to return service mode of the pricing decision and open the homogeneity or differential pricing decision return service mode,and by the numerical simulation analysis of key parameters on the pricing decision the influence of total revenue,sales,and retailers,explore the retailer’s return service mode selection and the optimal pricing decision problem.The results show that the total profit of retailers in the offline unreasonable return service mode is higher than that in the offline return service mode.Centralized pricing decision is better than decentralized pricing decision.The profit of a channel is inversely proportional to its channel return rate,and the retail price of a channel is directly proportional to its channel return rate.The higher the level of offline shopping experience,the higher the total profit.When the offline return rate is within a certain range,choosing the corresponding pricing decision can promote the offline sales.With the improvement of online and offline unreasonable return service level,the total profit of retailers increased first and then decreased.When the return service level is higher than(or lower than)the baseline return service level,compared with the homogeneous service strategy,the impact of the offline and offline return rate of differentiated return service mode on the retail price is greater(less).When the return rate remains the same,the retailer’s total profit under high return service level is greater than that under low return service level.When the online and offline return rates have not reached the threshold,compared with the homogeneous return services,the total profits of retailers after launching differentiated online and offline return services are higher.Under the three return service modes,centralized differential pricing is the retailer’s optimal pricing strategy.This study has some reference value for enterprise decision makers to choose pricing decision and unreasonable return service model in accordance with the change of market environment.