消费者偏好驱动逆向供应链双渠道回收策略研究  

Dual Recycling Channels for Consumers’Preference-Driven Reverse Supply Chain

作　　者：杨军[1] 高建广[1] 辛宝贵[1] YANG Jun;GAO Jianguang;XIN Baogui(College of Economics and Management, Shandong University of Science and Technology, Qingdao 266590, China)

机构地区：[1]山东科技大学经济管理学院,山东青岛266590

出　　处：《山东科技大学学报（社会科学版）》2020年第3期60-66,88,共8页Journal of Shandong University of Science and Technology(Social Sciences)

基　　金：国家社会科学基金项目(16FJY008)。

摘　　要：为了分析消费者偏好对废旧产品回收渠道的影响,建立了线上线下回收渠道博弈模型。基于此模型,考虑集中决策、分散决策两种情境下,消费者渠道偏好对两个渠道回收价格、回收数量、供应链利润影响的变化。研究结果表明:(1)集中决策情境下的线下回收价格、需求量高于分散决策情境,而线上回收价格、回收量要低于分散决策情境。(2)考虑消费者的异质性以及对线上回收渠道的偏好,消费者对线上渠道的偏好越强,则更多的选择线上回收渠道,造成线上渠道挤占线下渠道,从而降低了线上回收价格,而提高了线下回收价格。(3)线下回收渠道价格决定供应链废旧产品的回收量;线上线下双渠道的回收价格与消费者的渠道偏好能够影响消费者的回收渠道选择。因此,供应链主体应当采取集中决策,协调线上线下回收渠道的冲突,提高消费者的回收意愿。In order to analyze the influence of the consumers’preference on recycling channels of waste products,a game model of online and offline recycling channels has been established.Based on this model,we have analyzed and compared the influence of the consumers’preference on the recycling price,quantity and supply chain profits under the circumstances of centralized decision-making and decentralized decision-making respectively.The results have shown that:(1)Under centralized decision-making circumstance,the offline recycling price and demand quantity are higher than those under decentralized decision-making circumstance,while the online recycling price and recycling quantity are lower than those under decentralized decision-making circumstance.(2)Considering the heterogeneity of the consumers and their preference for online recycling channels,the stronger their preference to online channels,the more likely they choose online recycling channels,which results in online channels taking up offline channels,thus reducing online recycling price while increasing offline recycling price.(3)The price of offline recycling channel determines the recycling quantity of waste products in supply chain.The price of dual recycling channels and the consumers’preference to recycling channel can influence their choice of recycling channels.The main members of the supply chain should adopt centralized decision-making,coordinate the conflicts between online and offline recycling channels,and improve the consumers’willingness to recycle.

关 键 词：消费者偏好 双回收渠道 逆向供应链 回收意愿 定价决策 

分 类 号：F272[经济管理—企业管理]