考虑跨渠道退货的双渠道闭环供应链决策研究

Decision Making of Double Channel Closed Loop Supply Chain Considering Cross-channel Returns

双渠道闭环供应链存在制造商网络直销渠道和零售商实体店零售渠道。消费者会对购买不满意的产品进行退货,由于网上商店购买的产品缺乏现场体验故退货率较高。相比线下实体商店,线上退货流程更为复杂,这往往容易影响消费者购物体验。因此本文设计考虑跨渠道退货的双渠道闭环供应链结构,并分析跨渠道退货率以及渠道消费偏好对供应链的决策影响,基于Stackelberg博弈和Nash均衡博弈理论,从集中式决策与分散式决策两方面研究不同闭环供应链结构下的定价决策与利润分配,并结合数值算例进行分析。研究结果表明,跨渠道退货率以及消费者渠道偏好对闭环供应链的定价策略以及利润分配等决策具有显著影响。

In the double channel supply chain,there are manufacturers’direct sales channels in online stores and retailers’channels in physical stores.The consumer will return the goods that are not satisfied with the purchase.Because the products purchased by the online store lack the on-site experience,the return rate is high,but the return of the online channel is more complex than the return of the offline channel,which will affect the consumer shopping experience.Therefore,a closed-loop supply chain structure is constructed based on a single manufacturer’s online store and a single retailer’s physical offline store,and three return channels including cross-channel return are designed.Considering the impact of cross-channel return rate and consumer preference in the closed-loop supply chain,differential pricing is made.Two kinds of centralized decision-making(differential pricing strategy and unified pricing strategy)and three kinds of decentralized decision-making(manufacturer-dominated Stackelberg game,retailer-dominated Stackelberg game and Nash equilibrium game)are adopted to analyze the pricing decision and profit distribution of closed-loop system,and the conclusions are verified by numerical examples.The result shows that cross-channel return rate and consumer channel preference have direct impact on pricing strategies and profit allocation of closed loop supply chain.Under centralized decision-making,the price competition in two different channels is relatively weak,so the channel preference of consumers has little influence on the pricing decision of the two channels.In decentralized decision-making,the optimal price of two competitive channels is greatly influenced by the preference of customers for the channel.This paper can enrich and perfect the relevant theories of double channel supply chain and cross-channel returns,and provide series of useful guidance for the decisions of manufacturers and retailers.