考虑采用不同销售渠道的竞争制造商闭环供应链回收模式决策研究

Research on decision-making mode of closed-loop supply chain recovery for competitive manufacturers considering different sales channels

运用博弈理论构建由两个制造商和一个零售商组成的闭环供应链。制造商1采用单渠道销售产品即线上直销渠道销售产品,回收方式选择线上直接回收;制造商2利用双渠道即线上与线下同时销售产品,并且分别通过线上自己直接回收、线下委托零售商回收进行回收产品,求得两种情形下制造商、零售商的最优决策,然后通过算例分析各参数与决策变量之间的关系。研究结果表明,各博弈方的最优定价、最优回收价格和利润都是关于渠道交叉价格弹性系数和品牌交叉价格弹性系数的增函数,而且相较于渠道竞争,品牌竞争影响更为显著。

Using game theory to construct a closed-loop supply chain composed of two manufacturers and one retailer.The manufacturer uses the dual channel to sell the product simultaneously on line and off line,and collects the best decision of the manufacturer and retailer in the two cases,and then analyzes the relation between the parameters and the decision variables through the example.The results show that the optimal pricing,optimal recovery price and profit of each game party are all the increasing functions of channel cross price elasticity coefficient and brand cross price elasticity coefficient,and the influence of brand competition is more significant than that of channel competition.