针对事前不确定性导致的退货问题，从消费者行为出发，建立考虑定价差异和退货风险双重因素的市场需求函数，通过Stackelberg博弈模型研究四种不同市场需求情形在不同定价模式下双渠道供应链的最优决策。在数值仿真部分，对不同情形决策之间比较、供应链收益进行比较分析。研究表明：电子渠道销售价格与电子渠道的市场基本需求成正比，批发价和传统渠道销售价格与传统渠道的市场基本需求成正比，实体店体验服务水平和传统渠道的市场基本需求的关系（线性关系）则根据某些条件而定；退货风险对供应链决策的影响与定价模式、市场需求影响因素相关；制造商偏好于定价不相等模式，零售商偏好于定价相等模式；退货风险与定价差异对供应链成员收益的影响与定价模式相关，对整体供应链收益的影响与定价模式和退货率大小有关。
In the process of re-shopping, customers are hard to get an accurate evaluation due to their full understanding of product information infringement. The exante uncertainty of product value evaluation is likely to have the problem that products are not in line with the consumer preferences, which causes the occurrence of product returns. Compared to the traditional channels, because customers cannot have close physical contact with the products while they are shopping online, the mismatching between products and their preferences makes the returns more serious.First of all, in terms of the returns caused by exante uncertainty, it should consider the influence of return risks on market demands from the consumer behaviors (rational consumers will reduce their purchase desires, because they can anticipate the pricing differences and the utility loss brought by return risk in the shopping decision-making process), and the construction absorbs the demand function of return factors. Then, through the Stackelberg game model, double channel supply chain optimal decisions of the four conditions are studied in the different pricing models. At last, through the example analysis, the result of the models is verified and a series of valuable conclusions are drawn. The research shows that price in electronic channels is positively proportional to the market demand of electronic channels, the wholesale price is positively proportional to sales price and market demands of traditional channels, the relationship between the SA service level and market basic demands of traditional channels (linear) depend on certain conditions; the impact of return risks to supply chain decision is related to pricing mode and the influence of market demand; manufacturers prefer the pricing inequality model and retailers love the pricing equality model; the impact of return risks and pricing difference to supply chain member revenue is associated with pricing model, the impact of the overall supply chain revenue is related to the pricing model and return rate.The demand function of absorbing pricing difference and return risk double factors is constructed to distinguish the previous researches, makes up the shortcomings of previous studies. The paper can enrich and perfect the relevant theories of double channel supply chain, and provide series of useful guidance for the decision of manufacturers and retailers.
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