摘要随着 Internet 的快速发展，越来越多的制造商开始与在线零售商进行业务合作，通过其进行产品销售。然而由于 Internet 渠道信息传递的局限性，企业在享受网络渠道便利性 的同时也面临着比传统渠道更高的退货比例，而这其中大部分是无缺陷产品退货。因而， 如何进行产品定价与退货决策，控制退货成本、增加企业利润就成为人们所关注的核心问 题。

本文就上述问题进行了针对性研究。首先，作为分析基准，本文给出了分散式决策下 的定价与退货模型以及集中式决策下的联合决策模型；然后，考虑到两种典型的供应链合 约（收益共享合约、销售奖励-惩罚合约），构建了相应的供应链协调模型；进一步地，还 给出了数值算例分析；最后进行了论文总结。本文的研究表明，经过适当设计的收益共享 合约、销售奖励-惩罚合约均能够协调供应链，实现制造商、零售商双赢，并为消费者带来 更多利益。本文的研究成果对供应链管理理论起到了一定的补充完善作用，并为相关企业 定价与退货决策提供理论依据和决策支持。79046

毕业论文关键词： 定价策略 退货策略 供应链协调 收益共享合约 博弈论

Title Research on Supply Chain Pricing and Return Policy under the Internet Environment 

Abstract With the rapid development of Internet, more and more manufacturers begin to business cooperation with online retailers, sale product through retailers。 Because of the limitations of Internet channel information transfer, enterprise enjoying the convenience of network channels also faces a higher return than traditional channels, much of it there is no defective product return。 Therefore, how to make the product pricing and return of the decision-making, control the return cost, increase enterprise profit becomes the core issue that people concern。

In this paper, these problems were targeted research。 First of all, as the benchmark, this paper gives the pricing and return model in the case of decentralized decision making and the joint decision model under centralized decision making。 Then, considering the two kinds of typical supply chain contract(revenue sharing contract, sales incentives - punishment contracts), builds the corresponding supply chain coordination model; Further, gives a numerical example analysis。 Finally the paper summarized。 In this paper, the research shows that through proper design of revenue sharing contract, sales incentives - punishment contract can coordinate the supply chain, achieve a win-win situation of manufacturers and retailers, and bring more benefits for consumers。 In this paper, the research of supply chain management theory have played a role in complement, and provide theoretical basis and decision support for

decision-making of the relevant enterprises pricing and return。 

Keywords:  Pricing strategy return policy Supply chain coordination Revenue sharing contract Game theory

1 引言  1 

1。1 研究背景  1 

1。2 研究现状  2 

1。3 论文创新之处 。。 4 

1。4 主要研究内容和方法 。。 4 

2 Internet 环境下供应链基本模型  5 

2。1 研究假设及参数说明 。。 5 

2。2 分散式决策下供应链定价与退货模型  6 

2。3 集中式决策下供应链联合决策模型 。。 7 

3 Internet 环境下供应链协调模型  9