Research On Supply Chain Coordination With Quality Heterogeneity Of Online Return Products Under "Quality-service" Investment

In recent years,The problem of customer returns is becoming more and more serious.According to relevant data shows,in addition to defective returns caused by product quality or function problems,there are also non-defective returns caused by customer preferences and inconsistent purchases with customer needs.Defected and non-defective returns will cause large returns costs to manufacturers and online retailers respectively,which will seriously affect their profit growth.In response to this problem,some manufacturers began to invest in quality to reduce defective returns,and some online retailers began to invest in services to reduce non-defective returns.However,quality and service input will increase the cost of manufacturer and online retailer respectively.As independent interest individuals,they make decisions to maximize their own interests,which will inevitably lead to a certain conflict of interest and make the supply chain imbalance.Therefore,how to design an effective contract to coordinate the conflict of interests between manufacturers and online retailers,and how to realize the coordination of supply chain is the key problem that supply chain enterprises need to solve urgently..this paper uses supply chain coordination theory and game theory to analyze the impact of manufacturer's quality input and online retailer's service input on e-commerce returns based on the summary of the relevant research status at home and abroad;aiming to solve the problem of return supply chain coordination under three situations: manufacturer's quality input,online retailer's service input,manufacturer's quality and online retailer's service dual input.the centralized and decentralized decision-making models are constructed respectively,and the reverse induction method is used to solve the optimal decision-making of manufacturers and online retailers,the return rate of customers and the total profit of supply chain under three different input situations.By comparing the two kinds of decision-making,the causes of supply chain imbalance under decentralized decision-making are found out.Aiming at the three situations,the optimal decision-making of manufacturers and online retailers under centralized and decentralized decision The reason of supply chain imbalance is to design corresponding contracts to coordinate the supply chain.Finally,taking the A-brand apparel supply chain operated by Taobao platform as an example,by comparing and analyzing the customer return rate,the optimal decision-making of manufacturers and online retailers and the total profits of the supply chain before and after the introduction of contracts under three different input situations,the validity and scientific of the conclusions are verified,which provides theoretical guidance for manufacturers and online retailers to cooperate better in the supply chain.After research,this paper concludes the following conclusions:(1)To solve the problem of supply chain imbalance in the case of manufacturer's quality input,a single quality input cost-sharing contract can not achieve supply chain coordination,while the revenue-sharing-quality input cost-sharing contract can effectively achieve supply chain coordination;the return supply chain loss in the case of online retailer's service input,manufacturer's quality and online retailer's service double input.For coordination problem,a single revenue sharing contract can not achieve the coordination of supply chain,while the revenue sharing-service input cost sharing contract can effectively achieve the coordination of supply chain.(2)Quality input level of manufacturer,service input level of online retailer and total profit of supply chain are the decreasing function of price demand coefficient.In other words,when customers become more and more sensitive to product price,manufacturers and online retailers can reduce cost and reduce product sales price by appropriately reducing quality input and service input level,so as to improve the total profit of the supply chain.(3)The quality input level of manufacturers,the service input level of online retailers and the total profit of supply chain are the increasing functions of the quality demand coefficient,quality return coefficient,service demand coefficient and service return coefficient.In other words,when customers become more and more sensitive to product quality or service level,manufacturers and online retailers should respectively improve quality input and service input level to expand demand,so as to improve the total profit of the supply chain and achieve a win-win situation.