绿色消费者规模对闭环供应链成员定价决策的影响  

The Impact of Green Consumer Scale on Pricing Decision of Closed-loop Supply Chain Members

作　　者：张焕勇 张震 ZHANG Huan-yong;ZHANG Zhen

机构地区：[1]江南大学商学院

出　　处：《产经评论》2019年第6期46-57,共12页Industrial Economic Review

基　　金：国家社会科学基金项目“上市公司CFO财务操纵行为与绩效影响的作用机制及制度优化研究”(批准号:15BGL063,项目负责人:周方召)

摘　　要：相对于制造商和零售商因素,消费者因素对闭环供应链回收模式选择及成员定价决策的影响尚有待深入研究。从消费者市场中析出一般消费者和绿色消费者,构建单渠道制造商-零售商闭环供应链模型,研究不同回收主体下绿色消费者群体规模大小及支付意愿对闭环供应链决策的影响。结果显示:不受回收模式转变的影响,再制造产品的需求均会随绿色消费者群体规模的增大而提高;同时,再制造产品会对新产品市场产生挤压,降低新产品需求。当绿色消费者群体规模比例一定时,在零售商作为回收主体的情况下,产品价格更低,需求更高,供应链整体效率也更高,因此从消费者角度来看也更偏好该回收模式。此外,供应链成员均有动机让对方来负责回收以获得更多的利润。The impact of consumer factors on the selection of closed-loop supply chain recycling models and members pricing decisions remain to be further studied.Based on the single-channel manufacturer-retailer closed-loop supply chain model,general consumers and green consumers are isolated from the consumer market.To study the impact of the size of green consumer groups and willingness to pay on closed-loop supply chain decisions under different recycling agents.The results show that:regardless of the change in recycling mode,the demand for remanufactured products will increase with the size of the green consumer group increases.And remanufactured products will squeeze the new product market,resulting in reduced demand for new products.As the size of the green consumer group is constant,when the retailer is the recycling entity,the product price is lower,the demand is higher,and the overall supply chain efficiency is higher.Therefore,from the consumers perspective,this recycling mode is also preferred.In addition,supply chain members all have motivation to make the other party responsible for recycling to get more profits.

关 键 词：绿色消费者 闭环供应链 再制造产品 回收主体差异 定价策略 

分 类 号：F274[经济管理—企业管理]