逆向合作广告下考虑公平关切的回收渠道选择研究  

Research on Recycling Channel Selection Considering Fairness Concerns under Reverse Cooperative Advertising

作　　者：陈雨姝 CHEN Yushu(School of Management,Jiangsu University,Zhenjiang 212013,China)

机构地区：[1]江苏大学管理学院,江苏镇江212013

出　　处：《物流科技》2023年第5期55-61,共7页Logistics Sci-Tech

基　　金：国家自然科学基金项目(71273118);国家社科基金重点项目(21AZD067);江苏省高校哲学社会科学优秀创新团队建设项目(SJSZ2020-20)。

摘　　要：为了探究制造商与零售商逆向广告合作中存在的零售商公平关切问题对供应链回收渠道选择的影响,文章构建由制造商、零售商、消费者构成的闭环供应链,分别考虑制造商单独进行广告、制造商零售商逆向合作广告两种广告情形,以及单制造商回收、单零售商回收、制造商零售商混合渠道回收三种回收情形,运用Stackelberg博弈分析对比各回收模型。研究表明:一定程度的逆向合作广告对于供应链系统回收市场以及利润存在积极影响,对于单回收渠道来说,制造商回收总是比零售商回收有更好的市场表现,而当零售商公平关切不强时制造商更倾向于混合渠道回收模型。In order to explore the impact of retailers’ fairness concerns in the reverse advertising cooperation between manufacturers and retailers on the selection of recycling channels in the supply chain. In this paper, a closed-loop supply chain consisting of manufacturers, retailers and consumers is constructed, and two advertising scenarios including manufacturer’s advertising alone,manufacturer and retailer’s reverse cooperative advertising, and three recycling scenarios including single manufacturer’s recycling,single retailer’s recycling and manufacturer and retailer’s hybrid channel recycling are considered respectively. And use Stackelberg game analysis was used to compare the recycling models. Studies have shown that a certain degree of reverse cooperative advertising has a positive impact on the supply chain system recycling market and profits, single-manufacturer channels always have better market performance than single-retailer channel recycling, and manufacturers are more inclined to hybrid channel recycling models when retailers’ fairness concerns are not strong.

关 键 词：闭环供应链 逆向合作广告 公平关切 回收渠道 

分 类 号：F713.2[经济管理—产业经济]