电子商务环境下消费者退货定价决策及协调机制

摘要

The pricing problem for a supply chain system composed of a supplier and one online retailer under E-commerce environment is discussed.Two consumer returns processing modes are considered:processing returns by the manufacturer (M-mode) or by the retailer (R-mode).Based on game theory,the optimal price,the optimal return price,and optimal profits of the supply chain are analyzed.The difference of two modes is compared with numerical simulation.Results show that R-mode is better than M-mode under E-commerce environment.By the use of revenue-and-expense sharing contracts,the coordination of supply chain about consumer returns can be achieved and enhance supply chain profit and customer utility.%构建了电子商务环境下单一制造商和单一网络零售商的供应链系统,考虑两种消费者退货处理模式:制造商处理模式(M模式)和网络零售商处理模式(R模式).通过博弈理论,求得两种模式下最优销售价格、退货价格及供应链各方利润.结合数值算例,比较分析了两种退货处理模式的差异及优劣.结果表明,在电子商务环境下,网络零售商处理退货要优于制造商处理退货.最后,通过设计收益分享-费用分担契约,实现了考虑消费者退货的供应链系统的整体协调,同时提高了制造商和零售商的利润及消费者效应.