退款保证对竞争供应链的影响:基于顾客退货行为视角

Impact of Money Back Guarantee on Competitive Supply Chain:from the Perspective of Customer Returns Behavior

为研究退款保证对竞争供应链的影响,从顾客退货行为视角构建消费者效用函数,建立竞争制造商与在线零售商之间的博弈模型,分析退款保证对供应链均衡的影响。研究发现:高质量产品的批发价格和零售价格总是更高,但高质量产品制造商可能并不能获得更多利润;退款保证会影响消费者的产品购买选择,对低质量产品需求有利。然而,从利润最大化的角度,在线零售商只有在退货损失足够低时,才会有动机提供退款保证,而退款保证对制造商利润的影响取决于退货产品残值。

In order to study the impact of refund on competitive supply chain,this paper focuses on the supply chain composed of quality differentiated manufacturers and online retailer.The utility function of quality differentiated products is constructed from the perspective of customer return behavior and the two-stage game model with or without money back guarantee is established respectively.On this basis,the impact of money back guarantee on the product demand of the pricing strategy of both parties and the profit of each enterprise is analyzed.The results show that,the optimal wholesale prices and optimal retail prices of the high quality product are higher than those of the low quality product.The higher high quality product’s price leads to the change of demand.Whether or not a money-back guarantee is offered,the difference in profit between competing manufacturers depends on the cost of producing high-quality products.Money-back guarantees encourage more consumers to buy lower-quality products,thus increasing the demand for lower-quality products and decreasing the demand for higher-quality products.Moreover,from the perspective of profit maximization,the impact of money-back guarantee on the profit of each manufacturer depends on the salvage value of returned products,while online retailer can make more profits only when the loss of returned products is low.