基于存在市场竞争的电子商务下定价和退货价格模型研究

Modeling Study of Pricing and Return Policies in Competitive E-Business

以商品价格和退货退款为决策变量,建立企业利润最大化模型,以此为依据企业可获得最优的定价和退货退款比例,得到了在特定市场反应参数下的最优价格以及最优退货策略。在模型中考虑到了市场竞争对利润的影响。通过分析市场反映参数得出了一些具有实际操作意义的应用策略。

A profit-maximization model is developed, which can obtain optimal policies for price and the return policy in terms of price and return. In the model market competition has been considered. A number of managerial guidelines are obtained for using marketing and operational strategy variables to influence those reaction parameters.