具广告影响的再制造闭环供应链的决策与协调  

Research on Decision and Coordination of Remanufacturing Closed-Loop Supply Chains with Advertising Impact

作　　者：高举红[1] 张莹 李梦梦[1] GAO Juhong;ZHANG Ying;LI Mengmeng(College of Management and Economics,Tianjin University,Tianjin 300072;School of Management Engineering and Business,Hebei University of Engineering,Handan 056038)

机构地区：[1]天津大学管理与经济学部,天津300072 [2]河北工程大学管理工程与商学院,邯郸056038

出　　处：《系统科学与数学》2019年第11期1785-1807,共23页Journal of Systems Science and Mathematical Sciences

基　　金：教育部人文社科规划项目(16YJAZH010)资助课题

摘　　要：再制造品的出现会对单位利润较高的新产品产生蚕食,因此需要对新产品进行广告投入而制定合适的广告策略.在考虑普通消费者和绿色消费者偏好的基础上,进一步考虑了新产品广告投入对再制造闭环供应链(Closed-Loop Supply Chain,CLSC)的影响.基于消费者效用理论和博弈论方法,构建了再制造CLSC决策模型,对比研究了不同情况下的最优定价和广告策略,阐明了广告效应对再制造CLSC决策和利润的影响,并提出了改进的两部收费制契约.通过算例分析得到:广告不改变再制造CLSC定价策略的选择规律,无论是否有广告投入,零售商和制造商均倾向于其自身主导,第三方回收商倾向于制造商主导,但从经济效益和环境效益方面来说,制造商主导模式更优,并且改进的两部收费制契约能够实现再制造CLSC的有效协调.The emergence of remanufactured products will cannibalize new products with higher unit profit.Therefore,it is necessary to advertise the new products and develop appropriate advertising strategies.The decision and coordination of Remanufacturing Closed-Loop Supply Chain with advertising impact has become an important issue for Remanufacturing Supply Chain management.This paper further considers the effect of new product advertising investment on Remanufacturing Closed-Loop Supply Chain based on the consideration of the preferences of ordinary consumers and green consumers.Based on consumer utility theory and game theory method,this paper constructs Remanufacturing Closed-Loop Supply Chain decisionmaking model.The optimal pricing and advertising strategies were investigated and the impacts advertisement on Closed-Loop Supply Chain pricing decisions and profits were elucidated under the different decisions and different situations and an improved Two-Part Tariff contract is proposed.The numerical examples show that the new product advertisement does not change the selection rules of the Closed-Loop Supply Chain pricing strategy.Retailers and manufacturers tend to dominate themselves,regardless of whether they have advertising or the pricing strategy in which they are employed.Third-party recyclers tend to be dominated by manufacturers.But in terms of economic efficiency and environmental benefits,the manufacturer-led model is better,and the improved Two-Part Tariff contract can achieve effective coordination of Remanufacturing Closed-Loop Supply Chain.

关 键 词：再制造 闭环供应链 定价 广告 协调 

分 类 号：F274[经济管理—企业管理] F713.8[经济管理—国民经济]