Research on Dual-Channel Supply Chain Strategy of Cross-Channel Return
With the continuous upgrading of consumption concepts,the problems of insuf-ficient online display,long return cycles,high offline premiums,and fewer categories in the dual-channel supply chain have caused the return rate to continue to rise,making it difficult for its return service capabilities to meet the upgraded commodity value perception needs,The accompanying channel conflicts have severely restricted the overall profitability of the supply chain,and cross-channel returns can effectively improve the profitability by relying on chan-nel integration advantages and added value when breaking the channel interval.Accurately grasping the pricing and return strategy under cross-channel returns has become a key point for the dual-channel supply chain to break through the development bottleneck.Therefore,this article takes the dual-channel supply chain as the background,grasps the characteristics of the supply chain and the problem of return from literature research,introduces secondary sales,channel value compensation,and sales logistics costs,and uses game models to establish and solve the optimal pricing under centralized and decentralized pricing strategies.Analyze pricing and profit performance under different market structures with examples,and compare supply chain efficiency and profit levels to draw the conclusion:Competitive channel strategies are suitable for dual-channel supply chains with higher channel preferences;the selection of optimal pricing decisions It is greatly influenced by market leadership,and the coexistence of market leadership and high channel preference can generate greater benefits;the return rate has a cross-channel impact,and a reasonable return rate promotes the common bene-fits of channels;the contribution of cross-channel return services to supply chain profits is bidirectional.
cross-channel returnsdual-channel supply chainsupply chain strategygame modelsecondary sale
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