计算机工程与应用2017，Vol.53Issue(18)：243-249,7.DOI:10.3778/j.issn.1002-8331.1604-0068
网购环境下提供退款保证时的决策模型研究
Study on decision models of money-back guarantees in online shopping environment
摘要
Abstract
The strategy choice of Money-Back Guarantees(MBG)of supply chain members is studied. There are three kinds of MBG policies for the single supply chain composed of a single manufacturer and single retailer, i.e., no MBG, MBG only provided by the retailer and MBG only provided by the manufacturer. This paper derives the optimal demand of consumers, the optimal pricing strategy and the optimal profit of the retailer and the manufacturer in different MBG sce-narios. By the comparison analysis, it shows that the product price, the manufacturer's wholesale price, the demand of consumers and the retailer and the manufacturer's profits depend on the MBG state in the supply chain. If the salvage val-ue of the return product satisfy certain conditions, providing MBG in the supply chain will improve the level of their prof-its rather than lower their profits. If the difference of the salvage value of MBG only provided by the manufacturer and the salvage value of MBG only provided by the retailer satisfy certain conditions, providing MBG in the supply chain will improve the level of their profits.关键词
供应链/退款保证/网购/消费者效用/Stackelberg博弈Key words
supply chain/money-back guarantees/online shopping/consumer utility/Stackelberg game分类
管理科学引用本文复制引用
卢然然,张荣..网购环境下提供退款保证时的决策模型研究[J].计算机工程与应用,2017,53(18):243-249,7.基金项目
国家自然科学基金(No.U1204701,No.71301045). （No.U1204701,No.71301045）
