关键词: 供应链, 退款保证, 入侵, 订货量决策

Abstract: The study on the quantity decision of a dual-channel supply chain with money back guarantee is conducted. By constructing a supply chain model with money back guarantee offers by retailers, this paper studies the seller’s quantity decision problem. The effects of money back guarantee and quantity decision sequence on equilibrium results, threshold of opening direct channel are analyzed. With comparison and analysis, it is found that in the traditional retail channel system, offering money back guarantee enhances sales quantity and manufacturer’s profit. Without money back guarantee the profits of manufacturer and retailer increases with customer satisfaction. With money back guarantee the profits of manufacturer and retailer first decreases and then increases in consumer satisfaction. Manufacturers will not open direct channel when selling cost is high. Manufacturers can more easily open a direct channel by offering money back guarantee. In the dual-channel supply chain, offering money back guarantee reduces retailer’s profit, increases direct sales quantity, total sales quantity and manufacturer’s profit. Retailer’s profit increases with direct selling cost of manufacturers. Direct sales quantity, total sales quantity, manufacturer’s profit and total profit decrease with direct selling cost. In the case of sequential quantity decisions, the manufacturer’s profit and total profit are higher.

Key words: supply chain, money back guarantee, encroachment, quantity decision