学士学位论文___基于逆向物流的电子商务定价模式研究.doc

摘要 在电子商务的发展十分迅速的今天，逆向物流也伴随着电子商务的发展而成为消费者关注的方向。由于网购使消费者丧失了购物前检查产品的权利，所以导致逆向物流的迅猛发展。现在，各企业都认识到考虑逆向物流的对企业生存的重要性。因此，中外学者都致力于研究基于逆向物流的产品定价，以期为企业提供一些建议。对企业来说，顾客的期望是影响逆向物流的一个非常关键的因素，不仅影响着企业的销售额，更加影响企业的利润。所以，本文从现实出发，通过建模定量分析的方法，研究逆向物流环境下考虑消费者期望的产品的定价策略。定价包括产品初始定价和退货的定价。 本文考虑消费者对不同产品的期望的不同，根据市场反应参数，产品初始价格和退货价格、消费者承担物流费用等作为决策变量，建立零售商的利润最大化模型。利用最优化理论与方法对模型进行求解，并对灵敏度参数进行检验，还应用算例进行分析检验。在此基础上，应用模型对实体产品进行价格分析，检验模型的合理性，并提出相关的解决方案。最后对文章进行总结并提出该问题进一步研究的方向。 关键字：电子商务 逆向物流 顾客期望 定价策略 退货策略 ABSTRACT Today, with the quick development of e-commerce, the reverse logistics also develop fast and then it becomes consumers attention direction. Because online shopping makes consumers lost product inspection rights before shopping, so it result the rapid development of reverse logistics. Now, all enterprises are aware of the importance of considering the reverse logistics to the survival of enterprises. Therefore, Chinese and foreign scholars are devoted to the study of product pricing based on reverse logistics, in order to provide some suggestions for enterprises. To the enterprise, customer expectations is one of the critical factors of reverse logistics, not only affects the sales of the enterprise, the more influences the profit of the enterprises. Therefore, this article embarks from the reality, through modeling and quantitative analysis method, study the product pricing strategy with considering the expectations of consumers based on reverse logistics environment. Price including initial products pricing and return price. In this paper, considering the different consumers have different expectations to different products, and according to the market reaction parameters, using initial price、the return price and consumers bear to the logistics cost as the decision variables, develops a period-profit-maximization model for the E-tailer in the period of market validity, to obtain optimal policies for initial price and initial return price in terms of certain market reaction paramet