Study On Return Strategy Of B2CE-commerce Mode

In the era of information explosion, the context of the rapid development of e-commerce, B2 C as a typical trading patterns is accepted by more and more consumers. But the return is exposed increasingly and becomes the bottleneck of hindering the development of B2 C e-commerce. Therefore, how to deal with return under the B2 C transactions mode better is imminent.This paper is to integrate traditional forward supply chain & Returns recycling reverse supply chain. On the basis of the status analysis in the mode of B2 C transactions return logistics, by constructing agama of pure strategy equilibrium model between consumers and e-commerce firms, the Nash equilibrium(acquisition, implementation) demonstrated the need for e-commerce enterprises to establish and improve the return logistics. Then, combined with the characteristics of B2 C e-commerce and division of the type of e-commerce firm, two atomic model of the return logistics are built, Me CM model and Me Ce M model, for example, from an economic perspective, the market demand is subdivided into new products and re-products. Under conditions of centralized decision-making and decentralized decision-making, the optimal retail prices of new products and re-products, the optimal profits of closed-loop supply chain or manufacturers and e-commerce firms, are calculated. In the solution and analysis process of model, explored the function of return recovery price, returns, returns repurchase price on the optimal retail price or the best wholesale price, and compared the optimal retail price, closed-loop supply chain profit under conditions of centralized decision-making with the corresponding optimal retail price, the sum of optimal profit between manufacturer and e-commerce firms under conditions of decentralized decision-making,Will be decentralized decision making under two different recycling model of the retail price,wholesale price and the profit comparison for therelevant conclusion.