ABSTRACT
Today, with the quick development of e-commerce, the reverse logistics also
develop fast and then it becomes consumer's 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 parameters．This paper employs optimization theory and method
to derive the optimal initial price and initial return 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
the content and bring out the further research direction of the issue.
Keywords: electronic commerce reverse logistics customer expectation
pricing strategy return policy
