考虑消费者有限理性退货决策的两阶段C2B电子商务供应链回购策略优化研究

Repurchase Strategy Optimization Considering Consumers' Bounded Rational Return Policy in the Two-stage C2B E-commerce Supply Chain

文章研究两阶段C2B电子商务交易,重点研究有限理性的消费者的退货行为给供应链成员带来的影响,并进一步研究前一阶段中的退货行为对后阶段的销售影响,结果表明两阶段的最优退货抵偿不同,基于此对两阶段销售进行了协调研究,研究表明,制造商可以调节退货后的回购价格使两阶段销售得以协调。最后,运用数值算例验证了相关结论。

Based on the bounded rational behavior of consumers in e-commerce transactions, this paper studies two stage C2B e-commerce transactions, focusing on the impact of consumer＇s return behavior on supply chain members, and further researches the impact of the return of the previous stage of the sales on the latter stage. The results show that the two stages of return compensation is different, based on which the coordinated research of two stage sales is carried out. Studies have shown that manufacturers can adjust the repurchase price to recon- cile two stage phase sales. Finally, numerical examples are used to verify the relevant conclusions.