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摘要随着电子商务和网络技术的不断发展，越来越多的企业开始进行网络直销。网上销售在使企业扩大市场覆盖面的同时，也对以传统销售渠道为主的企业造成了巨大的冲击。网络直销渠道往往具有更高的退货比例，并为企业带来了高昂的退货成本。本文将产品定价和退货决策放在一起比较研究，结合了网络直销的背景资料及其优缺点，构建了相应的定价与退货决策模型，得到了最优的定价与退货策略。通过仿真算例分析，得出消费者关于网上销售渠道的偏好程度、消费者在两渠道间的转移程度、退货占网上销售渠道需求量比例和退货价格导致的需求转移程度等参数对供应链的影响情况。本文的研究为互联网环境下企业定价与退货决策提供了决策支持。 30791
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毕业论文关键词 电子商务，网络直销；产品定价；退货策略
Title Product pricing and return policy of an online selling company
Abstract With the continuous development of e-commerce and network technology, more and more enterprises begin to network marketing. Online sales enables enterprises to expand market coverage, at the same time, has a huge impact on the companies which is in the traditional sales channels. Network marketing channels have a higher return ratio which brought high returns of the cost to the enterprise. This article compares product pricing with return policy on the basis of the background, advantages and disadvantages of the network marketing. Then,we structured a corresponding pricing model and a reasonable return policy model. With some numerical examples, we found that consumer preference about online sales channel, the degree of consumers in the transfer between the two channels, return demand for online sales channel and return percentage price shifted demand degree and so on have different effects on supply chain. Finally, we explored competitive pricing strategies and market coordination strategies between manufacturers and retailers under the Internet environment.
Keywords electronic commerce ;online sales ;product pricing ;return policy
目次
1引言1
1.1研究背景.1
1.2国内外研究现状.1
1.3研究内容和研究方法.4
2博弈理论5
2.1斯坦克尔伯格模型.5
2.2伯川德模型.7
3产品定价模型8
3.1模型假设和参数说明.8
3.2集中式定价.10
3.3分散式定价.11
4算例分析13
4.1消费者关于网上销售渠道的偏好程度