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本文采用退货担保期权综合完全退货策略与部分退货策略的优点,构建了网络销售中基于期权的退货与定价模型,以商品的价格、退货策略和退货担保期权价格为决策变量,讨论了存在退货期权和不存在退货期权两种情况下,最优决策存在的条件,求解出销售商最优价格、退货策略和退货担保期权价格,分析了各个市场参数变化对最优值的影响,通过对担保退货期权与退货策略同时存在和购买期权才能退货二种策略的比较,发现供应商最优策略是前者。算例验证了以上结论,做了敏感性分析,总结了相关管理启示与未来研究方向。所得结论对网络销售商开展网上销售有重要参考价值。
In this paper, the advantages of the integrated return policy and the partial return strategy of return guarantee options are established. The model of return and pricing based on option in online sales is constructed. Taking the price of goods, the return policy and the price of return guarantee as decision variables, the paper discusses the existence of return options In the case of non-existence of return option, the conditions of the optimal decision-making are obtained, the optimal price of seller, return policy and the price of return guarantee option are solved, and the influence of various market parameters on the optimal value is analyzed. The comparison between the two strategies that the option and the return policy exist at the same time and the option to return the option, and the optimal strategy of the supplier is found to be the former. The example verifies the above conclusion, makes the sensitivity analysis, sums up the related management enlightenment and future research direction. The conclusion is of great value to internet distributors in online sales.