考虑服务和退货的风险规避双渠道供应链定价策略研究

Research on Pricing Strategy of Risk-averse Dual-channel Supply Chain Considering Service and Return

在考虑零售服务和线上退货的情况下,运用均值-方差方法和Stackelberg博弈对风险规避双渠道供应链建立模型,探究集中和分散两种决策模式下的最优定价策略。研究发现:当零售商处于风险规避时会采取降价措施来规避风险,而制造商也会降低直销价格,同时提高批发价格,来与零售商进行市场竞争。在产品替代率处于某一区间内时,供应链的利润与零售服务和退货政策成正相关,直销价格、零售服务和退货政策水平的提高有利于供应链的竞争,促进供应链良好发展,但无论是提高零售服务水平还是提高退货政策水平,批发价格都会增长,这也是由于制造商主导造成的。

Considering retail services and online returns, the mean-variance method and Stackelberg game are used to establish a model for the risk-averse dual-channel supply chain, and explore the optimal pricing strategy under the centralized and decentralized decision-making modes.It is found that when retailers are risk-averse, they cut prices to avoid risk, and manufacturers will also reduce the direct selling price and increase the wholesale price for the market competition with retailers.When the product replacement rate is in a certain range, the profit of the supply chain is closely relative to retail services and return policy, raising the level of direct selling price, retail service and return policy is advantageous to the supply chain competition, and can promote the sound development of supply chain, but whether to raise the level of retail services or improve the level of return policy, wholesale prices will increase, which is also due to manufacturer dominance.