制造商主导下考虑物流和退货的双渠道供应链定价决策研究

his study examines the manufacturer-led dual-channel supply chain as the research object, and solves the optimal pricing decision of the dual-channel supply chain under centralised and decentralised decision-making by establishing the Stackelberg game model and the backward induction method. Numerical and graphical analyses of the effects of logistics lead time and dual-channel returns on pricing and profitability reveal that the mechanisms by which logistics lead time and returns affect product pricing and profitability vary by decision type. The optimal logistic lead time is 0-7 for centralised decision making and 3-5 for decentralised decision making, and regardless of the decision type, improving product quality is important to reduce returns and increase profit. This paper focuses on the analysis of logistics lead time and product returns in a dual-channel supply chain with model construction and case Analysis, and draws main conclusions that are of some significance for practical supply chain management.