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在考虑零售服务和消费者退货情况下,运用两阶段优化方法分别探究了集中式和分散式两种双渠道供应链的最优定价策略。研究发现零售服务有助于提高零售商的渠道权力,并始终使制造商获益,但只有当服务水平小于某一临界值时,才使制造商和零售商同时得到帕累托改进。零售价格和直销价格与退货率正相关,而与服务水平的关系受渠道结构的影响。服务水平的提高加剧了供应链的“双重边际化”效应,制造商通过生产与消费者需求相匹配的产品来降低退货风险可以减弱这种效应,从而提高供应链效率。
Considering the retail service and the return of consumers, this paper uses the two-stage optimization method to explore the optimal pricing strategy of centralized and distributed two-channel supply chain respectively. The study found that retail services helped to increase retailers’ channel authority and always benefited manufacturers, but both manufacturers and retailers were given Pareto improvement only when service levels were below a certain threshold. Retail prices and direct selling prices are positively correlated with returns, while the relationship with service levels is influenced by the channel structure. The improvement of service level exacerbates the “double marginalization” effect of supply chain. Manufacturers can reduce the risk of return by producing products that match the needs of consumers to reduce this effect and improve the efficiency of supply chain.