Research on Omni-channel Supply Chain Pricing Decision with the Allowance of Cross-channel Return

In the omni-channel supply chain structure, aiming at the phenomenon of non-defective return, the cross-channel return policy models of manufacturer's non-supply and cross-channel return policy were constructed respectively, and the effects of cross-channel return policy on market equilibrium and enterprise profit are discussed. The results show that the supply chain system always favors cross-channel return policy, while the preference of manufacturers and retailers depends on online and offline customer loyalty and online return rate. Furthermore, the online and offline product pricing and wholesale pricing decisions should take into account cross-channel service level, return processing costs and offline channel customer loyalty.