中文摘要：

在线零售商品需求是关于零售价和服务水平的函数,商品退货作为促进销售的主要政策已普遍被商家采纳,退货量与销售量、销售价格相关。不同商品的服务敏感系数、销量退货率、退货量对于价格的敏感系数是不同的,研究这些系数的变化对于在线商家决策最优价格和最优利润等的影响并以数值分析验证对比,结果表明：考虑服务水平对销售的实际影响,可以得到较高的利润,且最优利润随着服务敏感系数的增大而提高,随着销量退货率和退货量对于价格的敏感系数的增大而下降。实际决策时可参照一些特殊情况时最优值的水平,把握价格和服务水平的范围,为在线零售商提供指导。

英文摘要：

Online retail commodity demand is linear function for the price and the service level,and the return associated with sale volumes and selling price is the main policy of boosting sales which has been widely adopted.So this paper analyzes the influence of the optimal price and optimal profit to online business decisions with services sensitive coefficient,rate of return on sales,the price sensitive coefficient for the return amount.Finally the results by numerical analysis show that it will get higher profit if considering service level,the optimal profit will be improved with the increase of service sensitive coefficient,decrease with the increase of the sales return rate and price sensitive coefficient for the return amount.We can grasp the scope of the price and service level by calculating the optimal value of some special cases to decision-making reference,which will provide guidance for online retailers.