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1、摘要I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
2、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ABSTRACTABSTRACTToday, with the quick development of e-commerce, the reverse logistics also develop fast and then it becomes cons
3、umers 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,
4、 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
5、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 produc
6、ts 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 perio
7、d-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 parametersThis paper employs optimization theory and method to derive the optimal initial price and initial return
8、price and then test the sensitivity of parameters, also application example to analysis and test. On this basis, in order to examine the rationality of the model and put forward some solutions to retailers, this paper use model of price to analyze the solid products. Finally, the article summarize t
9、he content and bring out the further research direction of the issue.Keywords: electronic commerce reverse logistics customer expectation pricing strategy return policy目录目录第一章第一章 绪论绪论.11.1 研究背景.11.2 研究现状.31.2.1 国外考虑逆向物流的文献综述.31.2.2 国内考虑逆向物流的文献综述.51.2.3 国内外研究的不足.71.3 论文方法及内容.71.3.1 研究思路.71.3.1 研究方法.71.3.2 研究内容.8第二章第二章 电子商务环境下逆向物流理论综述电子商务环境下逆向物流理论综述.92.1 电子商务供应链系统综述.92.1.1 电子商务的概念.92.1.2 电子商务的特征.92.1.3 供应链的概念.102.1.4 供应链电子商务的功能.102.1.5 本文中涉及到的供应链系统研究.112.2 逆向物流理论综述.122.2.1 逆向物流的成因.122.2.2 逆向物流的概念.122.2.3 逆向物流与正向物流的对比.132.2.4 逆向物流的重要意义.142.2.5 逆向物流存在的挑战和发展趋势.142.3 第三方物流综述.152.3.1 第三方物流的概念.
