考虑产品退货的双渠道供应链最优策略研究

Optimal Strategy in a Dual-channel Supply Chain with Product Return

随着电子商务的迅猛发展,产品退货已经成为双渠道供应链中影响市场需求和渠道间竞争优势的重要因素。本文在考虑退货因素的条件下,研究了双渠道供应链中批发价格、零售价格以及零售服务水平的最优策略问题。基于不同结构类型的双渠道供应链,分别构建了制造商主导的Stackelberg博弈模型,并对模型进行了求解,得出了双渠道供应链的最优定价和服务决策。最后通过数值算例对比分析了不同渠道结构下产品退货率对各个参量的影响。

With the rapid development of E-commerce, product return is increasingly becoming an important factor to impact the market demand and inter-channel competitive advantage in a dual-channel supply chain. In view of the product return factor, this paper investigated the optimal strategy on about wholesale price, retail price and retail service of the dual-channel supply chain. Based on different styles of dual-channel supply chains, a Stackelberg game model dominated by manufacture was built and the model was solved .Then, the optimal pricing and service strategy was obtained. Finally, a contrastive analysis about the impact of product return rate on the parameters under different channel structures was made.