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在线零售商品需求是关于零售价和服务水平的函数,商品退货作为促进销售的主要政策已普遍被商家采纳,退货量与销售量、销售价格相关。不同商品的服务敏感系数、销量退货率、退货量对于价格的敏感系数是不同的,研究这些系数的变化对于在线商家决策最优价格和最优利润等的影响并以数值分析验证对比,结果表明:考虑服务水平对销售的实际影响,可以得到较高的利润,且最优利润随着服务敏感系数的增大而提高,随着销量退货率和退货量对于价格的敏感系数的增大而下降。实际决策时可参照一些特殊情况时最优值的水平,把握价格和服务水平的范围,为在线零售商提供指导。
The demand for online retail goods is a function of the retail price and service level. The main policy of return of goods as the promotion of sales has generally been adopted by the merchants, and the return quantity is related to the sales volume and the selling price. The sensitivity coefficient, sales return rate and return value of different products are different for price sensitivity. The influence of these factors on the optimal price and optimal profit of online merchant decision is studied and compared by numerical analysis. The result shows : Considering the practical impact of service level on sales, higher profits can be obtained, and the optimal profit increases with the increase of service sensitivity coefficient, and decreases as the sales return rate and return quantity increase with the sensitivity coefficient of price . The actual decision-making can refer to the level of the best value in some special circumstances, grasp the scope of price and service level, to provide guidance for online retailers.