关键词: 供应链, 退款保证, 网购, 消费者效用, Stackelberg博弈

Abstract: The strategy choice of Money-Back Guarantees（MBG） of supply chain members is studied. There are three kinds of MBG policies for the single supply chain composed of a single manufacturer and single retailer, i.e., no MBG, MBG only provided by the retailer and MBG only provided by the manufacturer. This paper derives the optimal demand of consumers, the optimal pricing strategy and the optimal profit of the retailer and the manufacturer in different MBG scenarios. By the comparison analysis, it shows that the product price, ?the manufacturer’s wholesale price, the demand of consumers and the retailer and the manufacturer’s profits depend on the MBG state in the supply chain. If the salvage value of the return product satisfy certain conditions, providing MBG in the supply chain will improve the level of their profits rather than lower their profits. If the difference of the salvage value of MBG only provided by the manufacturer and the salvage value of MBG only provided by the retailer satisfy certain conditions, providing MBG in the supply chain will improve the level of their profits.

Key words: supply chain, money-back guarantees, online shopping, consumer utility, Stackelberg game