考虑顾客偏好的双渠道闭环供应链定价与协调决策

在双渠道闭环供应链背景下,基于消费者对传统零售渠道和网络直销渠道需求偏好的不一致,考虑渠道之间的竞争,研究了双渠道闭环供应链的定价及协调决策。首先,在分散化决策模式下分别建立了制造商领导的Stackelberg博弈、制造商和零售商Bertrand竞争博弈模型,得到了不同决策模式下的均衡解,并分析了消费者偏好程度、再制造成本节约等参数对节点企业定价决策和利润的影响。然后,以集中化决策下的均衡结果为基准,运用一种简单的价格机制和利润分享机制相联合实现了双渠道闭环供应链的完美协调。最后,通过数值模拟仿真分析了消费者偏好系数对节点企业利润及渠道总利润的影响。

Pricing and Coordination Decision of the Dual Channel Closed-loop Supply Chain Considering the Customer Preference

The pricing strategies and coordination mechanism are studied in the closed-loop supply chain based on channel competition. The equilibrium pricing strategies of the manufacturer-leading Stackelberg game and the Bertrand competition game are obtained. Furthermore, the influences of some key parameters in the model including consumer preference coefficient and remanufacturing cost savings on the optimal pricing decision and the profits of the channel members are analyzed. Then, to balance the centralized decision-making results for reference, a simple price mechanism and profit sharing mechanism are used to achieve the perfect coordination of the combination of the dual channel closed-loop supply chain. Finally, through the theoretical analysis and numerical simulation, the effect of the consumer preference coefficient on the profit of the channel members and the dual-channel closed-loop supply chain system is explored.