基于顾客偏好的差别定价回收与契约协调研究

Research on Differential Pricing Recovery and Contract Coordination Based on Customers’Preferences

基于消费者对新产品和再制造产品的偏好不同,以废旧汽车为例,首先,建立以零售商为主导回收模式下的分散决策和集中决策两种闭环供应链差别定价模型,然后在分散决策和集中决策下求解消费者没有偏好和存在偏好模式下的均衡解,结果表明:分散决策会造成整个供应链效率的损失,集中决策优于分散决策,更有利于刺激消费者的需求。其次,以集中决策的均衡解为基准,运用收益共享契约协调制造商和零售商之间的收益关系,结果表明:通过契约协调后,不仅使整个供应链利润达到集中决策时的水平,而且各主体的利润也高于分散决策时的利润;最后,通过Matlab对模型进行数值仿真,不仅证明了结论的正确性,而且发现随着消费者偏好的增加,到达临界点后,进行废旧汽车回收再制造的利润大于只销售新车时的利润,同时也实现了资源的重复利用。

Based on consumers’different preferences for new cars and remanufactured cars,this paper takes waste cars as an example.Firstly,It is to establish the differential pricing models for two kinds of closed-loop supply chains with distributed decision-making and centralized decision-making under retailer-led recovery model.Then it is necessary to solve the equilibrium solution of consumers in the mode of no preference and existent preference under decentralized decision and centralized decision.The results show that decentralized decision-making will result in the loss of efficiency of the whole supply chain,and centralized decision-making is better than decentralized decision-making,the latter is more conducive to stimulating consumer demand.Secondly,based on the equilibrium solution of centralized decision,the revenue sharing contract is used to coordinate the profit relationship between manufacturers and retailers.The results show that after contract coordination,not only the profit of the whole supply chain can reach the level of centralized decision-making,but also the profit of each subject is higher than when they are of decentralized decision-making.Finally,the numerical simulation of the model is carried out by Matlab,which not only proves the correctness of the conclusion,but also finds that with the increase of consumer preferences,after reaching the critical point,the profit of recycling and remanufacturing used cars is greater than that of selling new cars only,and the reuse of resources is realized.