闭环供应链定价决策研究——基于消费者价格比较的感知差异分析

Research on Closed-loop Supply Chain Pricing Decision——Analysis of Perceived Difference Based on Consumer Price Comparison

本文考虑了由单一制造商和零售商组成的闭环供应链,将消费者价格公平感引入到闭环供应链的定价策略中,分析了供应链成员是否考虑消费者价格公平感的5种情况下的定价决策,并运用博弈理论对模型进行分析求解。研究表明:闭环供应链成员的定价策略及其利润均受到消费者价格公平感的影响。制造商和零售商应将消费者价格公平感纳入决策过程中,这不仅对供应链成员自身有益,同时也有利于资源的回收再利用。

This article considers a closed-loop supply chain consisting of a single manufacturer and retailer, and introduces consumer price fairness into the pricing strategy of the closed-loop supply chain. It analyzes five cases of whether supply chain members consider consumer price fairness Pricing decision,and use game theory to analyze and solve the model. Research shows that the pricing strategies and profits of closed-loop supply chain members are affected by consumers’ sense of fairness in prices. Manufacturers and retailers should incorporate consumer price fairness into the decision-making process, which is not only beneficial to members of the supply chain itself, but also conducive to resource recycling and reuse.