考虑服务和退货的双渠道供应链定价问题研究

摘要

This paper explores the optimal pricing strategies under the centralized and decentralized dual-channel supply chain concerning the retail services and customer returns using the two-stage optimization method and Stackelberg game.We show that the retail services contribute to enhancing the retail’ s channel power, and al-ways benefit the manufacturer.However, only when the service level is lower than a certain value can the manu-facturer and the retail get Pareto improvement at the same time.The retail prices and direct selling prices are positive related to the returns, but the relationship to the service level is subject to the influence of channel struc-ture.Although improving retail services can reduce retail channel’ s returns, returns become the problem that the whole supply chain members need to come together to solve.The retail services exacerbates the“double margin-alization” effect of the supply chain, and the manufacturer can mitigate this effect and improve the efficiency of supply chain by reducing return risks with producing products matching consumer needs.%在考虑零售服务和消费者退货情况下，运用两阶段优化方法分别探究了集中式和分散式两种双渠道供应链的最优定价策略。研究发现零售服务有助于提高零售商的渠道权力，并始终使制造商获益，但只有当服务水平小于某一临界值时，才使制造商和零售商同时得到帕累托改进。零售价格和直销价格与退货率正相关，而与服务水平的关系受渠道结构的影响。服务水平的提高加剧了供应链的“双重边际化”效应，制造商通过生产与消费者需求相匹配的产品来降低退货风险可以减弱这种效应，从而提高供应链效率。