基于产品生命周期理论的直销型闭环供应链的广告策略与定价策略

Advertising and Pricing Strategy in the Closed-loop Supply Chain with Direct Sales based on Product Life Cycle Theory

采用产品生命周期理论,研究直销型闭环供应链的广告策略和定价策略,给出4个生命周期阶段的最优广告策略和定价策略,并且结合数值分析,比较各个生命周期阶段的策略关系。研究表明:制造商在成长期制定的销售广告策略、定价策略和利润与成熟期是一致的。且在这2个时期,制造商的利润最大。制造商在引入期的利润与衰退期的利润大小关系不确定。而回收商不受产品生命周期的影响,在成长期、成熟期和衰退期,回收商的定价策略、回收广告策略以及利润都是一致的。本研究结论有助于进一步丰富完善直销型闭环供应链的理论基础。

Based on the theory of product life cycle, wer study the advertising and pricing strategy of the closedloop supply chain with direct sales. The optimal advertising strategy and pricing strategy in the four stages of the life cycle are discussed. Combined with numerical analysis, the strategic relationship of each stage in the life cycle is compared and analyzed. It is found that the advertising strategy, pricing strategy and the profit made by producers in the growth stage are consistent with those in the maturity stage. Moreover, producers make the highest profit during these two stages. On the other hand, recyclers are not affected by the product life cycle. Their pricing strategy, recycling advertising strategy and profit are consistent during the growth, maturity and the declining stages. The research results enrich and improve the theoretical foundation of the closed-loop supply chain with direct sales.