Research on Optimization Strategies of Supply Chain Pricing and Returns Management under O2O Model

Abstract

With the rapid development of information technology and the continuous innovation of e-commerce model, the level of supply chain management has become a key element of the core competitiveness of enterprises. Under the O2O e-commerce model, the lack of coordinated pricing mechanism in the supply chain and the imperfection of returns management have seriously restricted the improvement of the overall efficiency of the supply chain. Based on Stackelberg game theory, this paper constructs a two-level supply chain model consisting of a single supplier and an e-commerce retailer, and through comparative analysis, it is found that the cooperative pricing strategy can significantly enhance the overall benefit of the supply chain, and the coordinated pricing mechanism based on the revenue-sharing contract can effectively promote the long-term and stable cooperation among supply chain members. Regarding the returns management problem, the study systematically classifies the types of product returns, then designs a standardized returns strategy scheme, and confirms the relative advantage of the exchange mode by comparing the impact of four typical returns modes on the supply chain profit. On this basis, this study proposes specific measures to optimize the supply chain returns management. The research results provide theoretical basis and practical guidance for O2O e-commerce enterprises to improve their supply chain management level.