基于消费者“线上购物,线下售后”行为的双渠道协调研究

A Dual-Channel Supply Chain Coordination Study Based on Consumers' Behavior of Cross to Return

电子商务环境下为刻画消费者"线上购物,线下售后"的退货行为,给制造商和零售商带来的价格与销售量变动,并缓解该退货行为带来的渠道冲突。基于博弈理论和数学建模的方法,对消费者"线上购物,线下售后"的退货行为和制造商补偿行为建立了模型,通过理论和数值分析的方法,讨论了制造商对于线下零售商的补偿行为带来的影响,并设计出改进后的收益共享契约,提升制造商和零售商利润,最后,通过算例分析的方法进一步验证了改进后的收入共享契约。

The impact caused by consumers＇ behavior of shopping online and returning offline on the price and volume changes of the manufacturer and retailer is discussed, with the aim of easing the channel conflict caused by the return behavior under the e-commerce environment. Based on game theory and mathematical modeling, the model of consumers＇ behavior of shopping online and returning offline and manufacturers＇ compensation is established, and through theoretical and numerical analysis, the effects of the behavior of compensation by manufacturers on traditional retailers are discussed. An improved revenue sharing contract is designed, realizing the Pareto improvement of the total profit. The effectiveness of the revenue sharing contract is verified with examples.