Advertising Cooperation And Coordination Research Between Dual-channel And Closed-loop Supply Chains

With the increasing pressure of market competition and development of information technology, many enterprises have strengthened the investment in electronic commerce, they have added direct selling to the traditional retail channels. At the same time, consumer demand has diversified, the updating of new products is rapidly, and the life cycle of product has shortened, the number of various waste is increasing rapidly, resource depletion and environmental pollution is becoming more and more serious, the revolution of Extended producer responsibility is ocurring in the global scope. The closed loop production which combined the product recycling and manufacturing has been concerned.In the supply chain, advertising is an effective and customary method of promotion. In the double channel supply chain and the closed-loop supply chain, there are much research related to advertising, but there are some problems still need to be disscussed.In this paper, we study the influence of the risk aversion of supply chain participants and advertising cooperation on supply chain pricing decisions, which based on a dual channel supply chain consisting of a manufacturer and a retailer. On the structure of retailer's risk aversion degree is complete information or asymmetric information, we get the optimal markup, wholesale price and retail price of the supply chain, and found that different levels of advertising would result in different forms of optimal pricing decision. To explore the optimal price, the wholesale price, the retail price and advertising investment, risk aversion, retail market share, and compare pricing decisions in these information structures of supply chain.Secondly, this paper analyzed the coordination performance of the supply chain, and put forward the method to realize the perfect coordination of the closed-loop supply chain. The effect of advertising effect and recovery rate on the decision variables and profit is analyzed, and the size of the decision variables and the profit in different modes are compared. Using numerical examples, the coordination performance of the supply chain is studied based on the efficiency of the channel and the yield ratio. According to the contract theory, the supply chain coordination mechanism is put forward.