两期环境下具广告效应的闭环供应链协调定价策略

Coordinate Pricing Strategy Based on Advertising Effect in Two-period Closed-loop Supply Chain

考虑到闭环供应链多周期运行的特点,构建了一个两期环境下的闭环供应链模型。在广告既能影响市场需求又能影响回收价格的条件下,研究了两期环境下制造商回收,消费者对再制造产品和新产品的偏好存在差异时,利用Stackelberg博弈理论分析了闭环供应链的最优广告水平、产品批发价、产品零售价、供应链中各成员的利润与总体利润。基于已有研究可知,在以利润最大化为目标的情况下,零售商广告模式(RA)为最优选择。文章旨在研究广告合作模式(CA)下闭环供应链的协调定价策略,并运用数值算例仿真的方法确定利润最大化目标下的最优选择。

Considering that the closed-loop supply chain is a multi cycle operation, a two-period closed-loop supply chain model is constructed. The paper assumes that： firstly, advertising can affect the market demand and the recycling prices; secondly, the manufacturers recycle the Used products; thirdly, consumers preferences tbr the remanufaeturing and new products are in differ, ence. The Stackelberg game theory is used to study the optimal decisions for advertising, the wholesale and retait pricing, the in- dividual profits and the overall profit of the supply chain. According to the prior study we know that RA is the best model in the case of profit maximization. This paper aims at study the coordinate pricing strategy of two-period CLSC in advertising coop- eration mode. Finally, to determine the optimal choice by numerical simulation.