存在消费者退货风险的供应链决策

发布时间：2018-08-10 17:19

【摘要】：为避免因产品与消费者偏好不符造成的退货风险而引起的消费者效用损失导致的市场需求下降,研究了存在退货风险的传统供应链和双渠道供应链中的定价和服务水平决策问题。在数值分析部分,对比分析不同环境下退货率对供应链决策的影响,进行了双渠道供应链参数对需求分配的敏感性分析,并对退货率与渠道需求分配同时变化时不同定价模式下的利润进行了比较研究。研究表明,在传统供应链下,退货率越高的产品,批发价越低,零售商的SA服务水平越高。而在双渠道供应链下,退货率对供应链的影响与定价模式、服务成本等密切相关。在两种定价模式中,制造商偏好于价格不一致模式,零售商偏好于渠道等价模式。但对于退货率较高的产品,价格不一致模式更容易成为双渠道供应链各方的一致选择。
[Abstract]:In order to avoid the decline in market demand caused by the loss of consumer utility caused by the return risk caused by products that do not match consumers' preferences, The problem of pricing and service level decision in traditional supply chain and double channel supply chain with return risk is studied. In the part of numerical analysis, the influence of return rate on supply chain decision under different environment is analyzed, and the sensitivity of supply chain parameters to demand distribution is analyzed. A comparative study on the profit under different pricing models is made when the return rate and channel demand distribution change simultaneously. The research shows that under the traditional supply chain, the higher the return rate is, the lower the wholesale price is, and the higher the SA service level of the retailer is. Under double channel supply chain, the effect of return rate on supply chain is closely related to pricing mode and service cost. In the two pricing models, the manufacturer prefers the inconsistent pricing model, while the retailer prefers the channel equivalence model. However, for the products with high return rate, the price inconsistency model is more likely to be the consistent choice of the parties in the double channel supply chain.
【作者单位】：华中科技大学管理学院;
【基金】：国家自然科学基金重点资助项目(71131004);国家自然科学基金资助项目(71271097)~~
【分类号】：F274;F224

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