Research On Pricing Decision Of Dual-channel Supply Chain Considering Service Level And Return

The rapid development of the Internet economy has brought new developments and new chances to the modern traffic industry.Many companies,such as Wal-Mart,Lenovo,Estee Lauder,etc.,choose to open up online channels;some traditional e-commerce companies,such as JD,Bestore,etc.,choose to open up physical retail stores offline.The dual-channel supply chain model came into being.The emergence of the dual-channel supply chain model gives consumers more choices when shopping Under the increasingly fierce competition,it is very necessery for enterprises to improve their service levels.For traditional channels,due to the provision of ex-ante experience services,the improvement of service level will lead to higher pricing,but it can lower the ex-ante uncertainty and reduce consumers' return behavior.For online channels,the improvement of service level can bring users a better shopping experience,which is mainly reflected in information services,such as efficient customer service consultation,good after-sales service,commodity price comparison,electronic payment,etc.The online channel eliminates store leases and employee salaries,and the product pricing is lower.Compared with traditional channels,consumers are prone to impulsive consumption due to factors such as exaggerated publicity by merchants and event promotions,and the purchased products do not match their needs.It leads to frequent returns.The interests of upstream,midstream,and downstream companies and consumers in the supply chain are affected by service levels and returns.Under the dual-channel supply chain model,improving service levels can increase market demand,improve market position,and reduce return rates..Therefore,considering the dual-channel supply chain pricing decision under the dual influence of service level and returns is a research problem with greater practical significance.Through combing related research,it is found that in the research on service level,the situation of providing services in both channels is less considered.In the research on return,most of the researches only consider the impact of the retailer's service level on the return rate.Therefore,on the basis of existing research,this article sets up a situation where both channels provide services,considers the service level of manufacturers and retailers,and consumer return behavior in the dual-channel supply chain demand modeling,and studies the service The optimal price strategy of the dual-channel supply chain under the dual influence of the level and consumer return behavior.The research results show that:(1)The service level of its own channel and the service level of competitive channels have different effects on pricing decisions.Within the channel,the service level has a positive impact on the price;and between channels,the service level of the competitive channel has an impact on the price.,Is different for different channels;manufacturers and retailers should comprehensively consider the service levels of different channels and consumers' preference for prices and services,and adjust their price strategies in a timely manner.(2)There is a threshold for the service level.When the service level exceeds the threshold,revenue will be reduced;manufacturers and retailers should improve the service level within an appropriate range.(3)The higher the return rate of the online channel,the greater the revenue brought by the manufacturer from improving the service level,and the less the damage to the retailer's revenue.The behavior of returns can stimulate manufacturers to improve service levels,improve the efficiency of supply chain operations,and improve the overall performance and profits of the supply chain.This article expands the research scope of dual-channel supply chain pricing,provides scientific and theoretical basis for enterprises to formulate price strategies,and has certain theoretical and practical significance.