Abstract: Consumer returns risk caused by mismatch of consumer's preference and product reduces the utility of consumer and finally decreases the market demand. This phenomenon occurs not only in the traditional channel but far more seriously in the online channel. Decision problems of pricing and serving level in dual-channel supply chain with consumer returns risk were studied. By numerical analysis, product return rate's impact on supply chain decision under different conditions were compared .Then sensitivity analysis of dual-channel supply chain's parameters to demand allocation between channels was conducted.Finally the profits under different pricing shcemes were compared when product return rate and demand allocation between channels were changed simultaneously.It showed that in the traditional supply chain, the wholesale price decreasd with the rise of return rate and the SA service level got higher with the rise of return rate. In the dual-channel supply chain, product return rate's impact on supply chain had close relationship with pricing scheme, the cost of service and etc. The manufacturer prefered unequal pricing scheme while the retailer prefered equal pricing scheme. But for high return rate product, the unequal pricing scheme was more likely to be accepted by chain members.

Key words: consumer returns, SA level, channel structure in supply chain, pricing scheme

摘要： 为避免因产品与消费者偏好不符造成的退货风险而引起的消费者效用损失导致的市场需求下降，研究了存在退货风险的传统供应链和双渠道供应链中的定价和服务水平决策问题。在数值分析部分，对比分析不同环境下退货率对供应链决策的影响，进行了双渠道供应链参数对需求分配的敏感性分析，并对退货率与渠道需求分配同时变化时不同定价模式下的利润进行了比较研究。研究表明，在传统供应链下，退货率越高的产品，批发价越低，零售商的SA服务水平越高。而在双渠道供应链下，退货率对供应链的影响与定价模式、服务成本等密切相关。在两种定价模式中，制造商偏好于价格不一致模式，零售商偏好于渠道等价模式。但对于退货率较高的产品，价格不一致模式更容易成为双渠道供应链各方的一致选择。

关键词: 消费者退货, SA服务水平, 供应链渠道结构, 定价模式