Pricing Strategy And Coordination Mechanism Of Closed-Loop Supply Chain Considering The Consumer Preference

With the increasingly acute problems of resource shortage and environmental pollution,the gardually improved environmental protection laws and regulations,the increasingly enhanced consumer awareness of environmental protection and the increasingly fierce market competition,closed-loop supply chain(CLSC),which integrates reverse supply chain on the basis of traditional forward supply chain,can effectively reduce the consumption of raw materials and energy,reduce environmental pollution,increase social employment,satisfy the needs of different consumer groups better and improve the overall competitiveness of the supply chain,and has been a hot issue in both theory and practice fields of supply chain management in recent years.Now,under the consumer-led buyer's market,the supply chain management must center on consumers and focus on consumer market changes.Thus,how to make decisions based on the performance of consumer market and make timely adjustments according to consumer market changes are critical to the operating efficiency of CLSC.Aiming at this problem,the main research carried out as follows.Firstly,for remanufacturing CLSC,with the consideration of consmuers' product preference,consumers can be divided into ordinary consumers and green consumers with the different preference for remanufacturing products,and then the market was divided into two scenarios based on the consumer utility theory.Based on this,the optimal pricing strategy under the manufacturer-led mode,retailer-led mode and centralized decision-making mode were investigated by game theory,the selection rules of pricing strategies under different scenarios were investigated and the impacts the proportion of green consumers and the ordinary consumers' s preference to reamnufactured product on CLSC pricing decisions and profits were elucidated through equilibrium analysis and numerical examples,and an improved Two-Part Tariff contract is proposed to coordinate CLSC under decentralized decision-making effectively.Secondly,further considering the effect of advertisement,the optimal pricing and advertising strategies were investigated under the manufacturer-led mode,retailer-led mode and centralized decision-making mode were investigated by constructing CLSC decision-making models,the selection rules of pricing and advertising strategies under different scenarios were investigated and the impacts advertisement on CLSC pricing decisions and profits were elucidated through equilibrium analysis and numerical examples,and an improved Two-Part Tariff contract is proposed to coordinate CLSC with advertising effect under decentralized decision-making effectively.Finally,for the CLSC involves new,remanufactured and second-hand products due to the different recycled quality and the different reprocessing methods,the market was divided into two scenarios based on the consumer utility theory with the consideration of ordinary and green consumers' product preference.Based on this,the optimal pricing strategies under the manufacturer-led mode were investigated by game theory,and the selection rules of pricing strategies under different scenarios were investigated and the impacts the proportion of green consumers and the ordinary consumers' s preference to reamnufactured product and second-hand product on CLSC pricing decisions and profits were elucidated through equilibrium analysis and numerical examples.