基于退货成本共担的直播电商供应链协调与销售策略研究

Research on Supply Chain Coordination and Sales Strategy of Live E-Commerce Based on Shared Return Costs

摘要: 直播电商是一种新型商业模式，以其互动性和直观性推动了电商市场增长，但也面临高退货量的挑战。本研究构建了四种模型，分析退货成本共担机制对供应链绩效的影响。通过博弈结构和数值仿真，得出以下结论：转售模式下主播承担全部退货成本，能提升系统利润；代售模式下供应商承担退货成本，可能导致主播服务努力不足；引入退货成本共担机制可以优化供应链绩效，但需配套激励机制以维持合作稳定；市场环境参数对销售策略效果有显著影响，动态契约机制有助于平衡各方收益，提升整体绩效。

Abstract: Live streaming e-commerce is a new business model that has driven the growth of the e-commerce market with its interactivity and intuitiveness, but also faces the challenge of high return volumes. This study constructed four models to analyze the impact of return cost sharing mechanisms on supply chain performance. Through game structure and numerical simulation, the following conclusion is drawn: in the resale mode, the anchor bears all the return costs, which can improve the system profit; Under the consignment model, suppliers bear the cost of returns, which may lead to insufficient efforts in providing services to broadcasters; Introducing a return cost sharing mechanism can optimize supply chain performance, but it requires a matching incentive mechanism to maintain stable cooperation; Market environment parameters have a significant impact on the effectiveness of sales strategies, and dynamic contract mechanisms help balance the benefits of all parties and improve overall performance.