网络直销企业产品定价与退货决策研究
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