基于Stackelberg理论的MeRCRM型闭环供应链批量折扣协调机制与定价策略

The Coordination Mechanism of Quantity Discounts and Pricing Strategy about the Closed-loop Supply Chain MeRCRM Based on Stackelberg Theory

为了解决MeRCRM闭环供应链中的电子直销与传统零售渠道间的冲突问题,建立了基于Stackelberg理论的MeRCRM数量折扣博弈模型,并与集中决策和分散决策定价模型进行了对比,发现系统整体收益与集中决策无异,而且通过设计适当的数量折扣还可以使制造商、零售商收益相比独立决策时更大,且产品的售价更低、销量更大,从而达到有效协调渠道冲突、消除闭环供应链中"双重边际化"现象的目的;并且这种批量折扣协调机制有多种,可以根据各自在系统中的"话语权"进行分配,以达到各方满意的目的。

Electronic commerce has paved the way for online direct marketing; environmental awareness has also lead to the development reverse logistics and closed-loop supply chains. Because each member of the supply chain would like to protect their selfown interests, conflicts among members often surface. The closed-loop supply chain can produce the so-called ＂ double marginalization＂ phenomenon that willreduce the performance of supply chain system. The goal of supply chain coordination is to eliminate the ＂double marginalization＂ effect, align the interest of individual members with the overall interests of the entire supply chain in order to optimize supply chain performance. Electronic direct marketing channel is more effective than the traditional sales channel because it has many advantages, such as has a wider covered range, lower operating costs, more product choice and better services, and easy to collect customer information. The dual channel model in integrating electronic direct marketing channel into the traditional channel is becoming main stream in order to assimilate its advantages. However, the dual channel model is weakening the dependence of manufacturer on the retailer, and channel conflict issues. However, the coordination of the closed-loop supply chain within e-commerce environment requires both vertical and horizontal integration between supply chain members. As a result, achieving the overall optimization of supply chain system becomes a key issues for the multi-channel e-supply chain system. This paper mainly explores the dual channel structure and the pricing strategy of the closed loop supply chain under different recovery modes. Taking into account the recycling of waste products supplied by the manufacturer or retailer or the third party, the dual-channel closed-loop supply chain under e-commerce environment has three models： MeRCRM （manufacturer recycling）, MeRCM （retailer recycling） and MeRCTM model （third-party recycling）. The first part describes the research bilateral monopoly market structure which has only one main manufacturer and a retailer, and the volume discounts coordination mechanisms of dual channel closed-loop supply chain MeRCRM model under demand certainty, asymmetric information, the model holds manufacturer as the core business, considers both centralized decision-making and independent decision-making. The second part of the article establishes a pricing strategy of the dual-channel closed-loop supply chain MeRCRM model under centralized decision-making. The third part builds a pricing strategy of MeRCRM CLSC under the decentralized decision-making based on Staekelberg game. The fourth part builds a quantity discount model of MeRCRM CLSC based on Staekelberg game, and then solves the model. The fifth part compares the pricing strategy between the centralized and decentralized decision-making, we find that the retail price under the traditional channel is lower, sales volume will be increased and the system profit will be decreased, but the retail price of electronic commerce direct sales channel keeps the same under different decision-making. The seventh part is the numerical simulation. The results prove the previous conclusions. Moreover, we give the trend chart about profit of the manufacturer and the retailer with fl, and the difference of profit with different d.