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针对电子商务环境下传统零售与网上直销并存的双渠道模式,并基于消费者的无缺陷退货行为,设计了三种退货回收模式:线上线下独立处理退货模式(F模式)、线上处理退货模式(M模式)和线下处理退货模式(R模式),使用Stackelberg博弈理论求出三种模式下的最优零售价格、线上直销价格和退货价格。通过对部分参变量的灵敏度分析,以及对三种回收模式进行比较。设计了改进后的收益共享契约,实现了双渠道供应链的协调。
In order to cope with the double-channel model of traditional retail and online direct selling under the environment of e-commerce, and based on the consumer’s defect-free return behavior, three return recovery modes are designed: online and offline independent processing return mode (F mode) Mode (M mode) and offline processing mode (R mode), using Stackelberg game theory to find the optimal retail price, online direct selling price and return price in three modes. Through the sensitivity analysis of some parameters, and comparing the three recovery modes. Designed an improved revenue sharing contract and realized the coordination of the dual-channel supply chain.