关键词: 降价促销, 策略型消费者, 退货, 价格路径优化

Abstract: Based on the retailer's markdown promotion problem, this paper has introduced the strategic consumers and considered the heterogeneous consumers may be dissatisfied with the product. A two-period decision-making model is constructed to improve the retailer's profit from two aspects of return and price path optimization. Our study gives pricing suggestions for retailer facing strategic consumers in the case with(without)money-back guarantee. It is found that retailer should refer to commodity types to a certain extent when setting prices. When the order quantity is the same, this paper gives the condition that the behavior of strategic consumers will reduce the retailer's expected profit. When facing myopic consumers or strategic consumers, money-back guarantee can improve the retailer's profits under certain conditions. The higher the return cost of consumers, the more obvious the inhibition of the negative impact on strategic consumers, and the more significant the profit growth of retailer. Finally, numerical examples are made to analyze the effect of the commodity types on the price threshold under two kinds of return decisions and different return costs, our study also shows the inhibitory effect of return measures on the negative influence of strategic consumers.

Key words: markdown, strategic consumers, returns, optimization of price path