| With the help of Internet to lower the cost of collecting and conducting information,the informatization returns to its innate character that information resource is the most important.Mobile Internet’s rapidly development make it possible that mobile devices are creating countless data at all times,and these live,active and convenient data is a fundamental footstone of informationizing to traditional business,in which the information presents the characteristics of “from the inside out”.In the traditional business,the synergy between enterprises will be achieved after each enterprise realize its internal synergy,but in the context of “Internet+”,information developed from the outside in.The real-time updating data encouraged the formation of online transaction and the trading platform help enterprises realize the data communication during the whole process.Meanwhile,enterprises are developing themselves from the model of “small varieties and large scale” to “multispecies and small amount”.In the new small production model,consumers transform their passivity into initiative,the one-way production mode of “companies to consumers” moved gradually to two-way mode in which consumers and businesses create the commodity value together.The core of producing-marketing pattern became consumers but enterprise itself.Data information,the flexible resource not only connects consumers and businesses but also promoted the development of C2B E-commerce,in which consumers’ needs are of great concern.The embodiment of consumers’ needs play an important role in the harmonize relationship between consumers and producers.Consumers’ return of goods which result from discontent will have a negative impact on contracting parties’ benefits and reputation.The primary cause of the false failure returns derives from consumers’ psychological factors.Based on these,this research will direct at the returns in the C2B e-commerce and study the following aspects of content:1.The reasons and characteristics of the return in the e-commerce are analyzed,and based on this,online retailers’ three repurchase strategies-Complete compensation for repurchase strategy,non compensation repurchase strategy and Partial compensation repurchase strategy are analyzed.All the three strategies have their own application conditions in different market environment.C2B e-commerce has its own characteristics and so appropriate strategies should be applied in this mode.2.In the light of return phenomenon in C2B E-commerce,this study set consumers’ psychological factor as a reference point and the compensation consumers get after return as decision variable,and then analysis what impact will have on supply chain when the above two are different.Profit models of supply chain members in the first two periods of C2B E-commerce are constructed,and taking into account the consumers’ limited rational consumption behavior,the return reference point of consumers are introduced in the model.When consumer’s psychological reference point and the Return compensation they received are different,the optimal return policy for online retailers in the first two periods are explored.Calculation results show that the optical return policy in first phase and the optimal profit in the second period can not be completely consistent.So further coordination is needed in different sale periods.3.Coordinating and optimizing the C2B sales in the first two stages.In the face of the return of goods from consumers,when the manufacturers adopt the unified repurchase strategy and the differentiation strategy,the optimization problem of online retailers as well as the overall supply chain in each period are studied.The results show that In the unified repurchase strategy,manufacturers can ensure online retailers’ best sales in the second phase through coordination of return compensation,but it can not guarantee the supply chain’s profit maximization.If the manufacturers adopt differential repurchase strategy,the overall profits of second sales of the online retailer and supply chain can achieve optimal at the same time in the second period by adjusting the penalty factor. |
