考虑参考价格效应的E-闭环供应链旧货市场开辟策略研究  

Development Strategy of the Flea Market in the E-closed-loop Supply Chain Considering the Reference Price Effect

作　　者：白淳予 赵莹 关志民[1] BAI Chunyu;ZHAO Ying;GUAN Zhimin(School of Business Administration,Northeastern University,Shenyang 110169,China)

机构地区：[1]东北大学工商管理学院,辽宁沈阳110169

出　　处：《运筹与管理》2023年第9期128-135,共8页Operations Research and Management Science

基　　金：中央高校基本科研业务费专项资金项目(N2206004)。

摘　　要：以一个电商平台和一个制造商所构成的闭环供应链为研究对象,分别在电商平台未开辟旧货市场和开辟旧货市场的情形下构建闭环供应链模型,并考虑开辟旧货市场后消费者参考价格效应对供应链成员决策的影响,探讨了单位佣金、参考价格效应强度、参考价格、二手产品偏好等参数对平台广告水平、新产品与二手产品定价以及供应链成员利润的影响。研究发现:电商平台开辟旧货市场可以降低新产品的销售价格,提高旧产品的回收价格,大幅度提高电商平台的收益。参考价格效应和消费者二手产品偏好的增强会使二手产品的销售量增加,并提高电商平台对回收旧产品的广告水平,增加旧产品的回收量。但旧货市场的开辟与参考价格效应的存在均会降低制造商的利润。As consumers’environmental awareness continues to grow,many companies are recognizing the value of recycling waste products and selling second-hand products.These practices not only promote sustainability but also offer economic benefits for businesses.The rapid development of e-commerce has led to the emergence of recycling businesses on many e-commerce platforms.Some of the old products that are recovered are remanufactured by manufacturers,while others are sold directly by the e-commerce platforms as second-hand products.In addition,price is no longer the only criterion that affects consumers’purchase decisions,and consumers often have reference price behaviors because of psychological prices.Therefore,enterprises should be fully aware of the impact of reference price effects on consumers’purchasing decisions,and take it into operation decisions scientifically and rationally.Currently,existing literature on closed-loop supply chains often ignores the impact of consumer reference price effects.Moreover,the literature on the reference price effect does not consider the impact of the reference price effect on second-hand product sales decisions.Therefore,different from the existing literature,this study investigates the optimal decision-making problem of closed-loop supply chain members under the unopened and opened second-hand market of the e-commerce platform,and considers the impact of reference price effects on decision-making,which has some theoretical and practical implications.Consider an E-closed-loop supply chain structure where the manufacturer entrusts the e-commerce platform to sell new products and recycle used products.When the e-commerce platform does not open up the second-hand market,it will transfer all the recycled used products to the manufacturer for remanufacturing.When the e-commerce platform opens up the second-hand market,it sells both the new and second-hand products to consumers.The manufacturer does not need to pay related fees for second-hand products sold in the second-hand mar

关 键 词：闭环供应链 二手产品 参考价格效应 旧货市场 电商平台 

分 类 号：C934[经济管理—管理学] F272