考虑跨渠道退货的双渠道供应链最优策略

基于零售商线上线下销售与消费者退货并存的双渠道供应链，构建考虑退货的双渠道供应链定价模型以及考虑跨渠道退货策略的双渠道供应链定价决策模型。通过理论分析和数值实验对比，研究集中决策与分散决策下的零售商最优定价策略以及总利润的变化情况，同时分析在不同退货策略下顾客偏好以及退货率对零售商定价和收益的影响。结果表明：零售商渠道的最优价格设置与顾客对渠道的偏好成正比，与退货率成正比。当顾客对某一渠道偏好程度高时，分散决策下的利润要高于集中决策，并且随着该渠道退货率的提高，这种利润差距会进一步扩大，因此零售商应实施分散决策的渠道策略，鼓励线上线下两个渠道进行竞争，从而获得更大的收益。从仿真结果可以看出，对于一般的服装产品，提供跨渠道退货服务的零售商总利润更高，在一定条件下跨渠道服务水平的投入会增加零售商的收入，但这种投入应该控制在一个合理的水平上，并保持服务与顾客回报之间的正相关关系。

Optimal Strategy of Dual-channel Supply Chain Considering Cross-Channel Returns

Cross-channel returns have appeared in the public view, and cross-channel returns services have been started to provide by some companies. For consumers who consume online, if they are not satisfied with the product, they can voluntarily return to the line within the prescribed time go to the store or go to the offline physical store to make a return. The purpose is to improve the level of after-sales service to consumers in order to increase consumer brand loyalty and thereby increase corporate profits. However, retailers will invest a certain amount of service costs, as well as the integration and communication costs of the two channels. These objective facts are the key factors that influence the retailer's decision. Therefore, a dual-channel supply chain pricing model are constructed based on the dual-channel supply chain in which retailers' online and offline sales coexist with consumers’ return. Considering the impact of different customer preferences and different return rates under centralized decision-making and decentralized decision-making, the retailer’s optimal pricing strategy is made and retailer total profit changes are found. Then the impact of changes in customer preferences and retailer returns on pricing and profit are analyzed, and the conclusion are verified by numerical examples. The results show that the optimal price setting of the retailer channel is in direct proportion to the customer’s preference for the channel, and is also in direct proportion to the return rate. When customers on a particular channel preference degree is high, the profit under decentralized decision-making is higher than centralized decision-making, and with the improvement of the channel return rate, the profit gap will further expand. To gain more benefits, decentralized decision-making channel strategy should be adopted by retailer and the competition between online as well as offline should be encouraged. And it can be seen from the simulation results that for general apparel products, retailers offering cross-channel return service have higher total profits. Cross-channel service level input will increase the revenue of retailers under certain conditions, but such input should be controlled at a reasonable level and the positive correlation between service and customer return should be maintained.