考虑产品绿色度和销售努力的零售商主导型闭环供应链决策研究

Decision-making in Closed-loop Supply Chain with Dominant Retailer Considering Products' Green Degree and Sales Effort

为研究当产品绿色度和销售努力度影响市场需求时,零售商主导型闭环供应链的定价、产品绿色度、销售努力度、回收率决策和零售商营销策略选择问题,构建了单一制造商和单一零售商组成的零售商主导型闭环供应链。首先在集中决策和分散决策两种模式下,运用博弈论研究了闭环供应链决策,进行结果对比并分析了产品绿色效应和销售努力效应对企业决策和利润获取的影响;然后研究了零售商的绿色营销策略和低价促销策略对供应链绩效的提升作用;最后进行了数值分析。研究表明:分散决策相比集中决策存在利润损失,零售价、产品绿色度、销售努力度和回收率以及供应链利润均与产品绿色效应、销售努力效应正相关,低价促销策略优于绿色营销策略。

Considering the impact of products＇ green degree and retailer＇ s sales effort on demand, to study the decision-making in a Closed-Loop Supply Chain （CLSC） with dominant retailer, a CLSC model composed of a single manufacturer and a single retailer is con- structed. Under centralized and decentralized decision-making models, the decisions of pricing, products＇ green degree, retailer＇ s sales effort and return rate are studied by using game theory, and the impact of green effect and sales effort effect on decisions and profit of the CLSC system is analyzed. Then the role of green marketing strategy and low-price promotion strategy on enhancing the performance of CLSC is studied and the numerical analysis is presented. The results show that the total profit in decentralized decision-making is less than that in centralized decision-making; all decision variables and profits of the CLSC are positively correlated to green effect and sales effort effect; the low-price promotion strategy is better than green marketing strategy in improving the performance of CLSC.