Study On B2C Fresh Product Ecommerce’s Pricing,Return Decision And Supply Chain Coordination Based On Consumer Behavior

With the expansion of the scale of online shopping,fresh product ecommerce market grow rapidly.However,fresh product ecommerce faced a lot of pressure in the development.On the one hand,in order to ensure the high freshness of fresh products and increase market share rate and improve customer sticky,fresh product ecommerce need to pay a higher fresh cost and service cost.On the other hand,its pressure come from the impact of consumer diversification behavior or preference and no defective return to the fresh product ecommerce.In order to meet the needs of consumers,to reduce the no defective return behavior and obtain more profits,fresh product ecommerce must be considering the multi-party factors to make the reasonable pricing decisions,return decisions.In addition,take the competition among enterprise changed into among supply chain into consideration,fresh product ecommerce should be taking the incentive mechanism that enables the members of the supply chain to cooperate with each other and share the risks together and achieve win-win situation.At present,the study on the decisionmaking and supply chain management of fresh product ecommerce is in the exploration stage and imperfect.Therefore,this paper will study on the B2 C fresh product ecommerce pricing decision-making and supply chain coordination,and on the return decision-making and supply chain coordination,which has important theoretical value and application value.Based on the literature research,this paper using consumer utility theory,game theory and contract optimization theory to study.Firstly,studied the problem of pricing decision and supply chain coordination by constructing two-stage utility function and pricing decision model,then find out the optimal price,the level of efforts to improve the freshness and to improve the quality of service.And then designed the "fresh + service cost sharing contract" and "fresh + service cost sharing + revenue sharing contract" to coordinate and found that the latter can more effectively coordinate the supply chain,and analysis of the Coordinate the interval of the contract.Secondly,this paper studied the problem of return decision and supply chain coordination by constructing the utility function and the return decision model,found out the optimal return price and the selling price,then designed and analyzed the "buyback price contract","buyback price contract with the return period" and "revenue sharing contract" to coordinate,which show that the revenue sharing contract can coordinate the supply chain,and analyzed the interval value of the contract parameter.Finally,the correctness of theoretical derivation and the applicability of contract are verified by numerical analysis,and compared the results of the two decision-making and supply chain coordination situations,and found that many conclusions and analysis has important reference value,then put forward some suggestions to the existing problems of freshness,supply chain cooperation,consumer preferences and quality of service.