以B2C电子商务为研究对象,从生产商的利益角度出发,考虑供应链中生产商如何提供退货政策,寻求自身获得最大利润。以商品的销售价格和退货价格为决策变量,建立生产商利润最大化模型,以确定最优的销售和退货价格,为生产商获得最大利润提供了理论依据。 Taking B2C e-commerce as the research object, from the perspective of the manufacturer’s profit, we consider how the manufacturer in the supply chain can provide the return policy to seek the maximum profit for itself. Taking the sales price and return price of goods as the decision variables, the profit maximization model of the manufacturer is established to determine the optimal sales and return price, which provides a theoretical basis for the manufacturer to obtain the maximum profit.