| With the continuous development of circular economy,the construction and operation of closed-loop supply chain has become an inevitable choice for many enterprises in the future.However,the recycling of old products is the prime restraint of the development of closedloop supply chain."Trade-in" can not only promote the recycling of old products,but also promote the sales of new products,so it has become an important strategic choice for many enterprises.However,due to the influence of psychological accounts when consumers participate in "trade-in",they often make irrational decisions when participating in "trade-in",which makes it difficult for enterprises to achieve the expected effect of "trade-in".At the same time,in the face of the great challenge brought by the irrational behavior of consumers to the actual decision-making of enterprises,the existing research still mainly conducts empirical research on the irrational behavior of consumers in the "trade-in",and rarely discusses the influence of these irrational behaviors on the decision-making of closed-loop supply chain.This paper,therefore,based on the theory of the consumer mental accounts monopoly,explores the decision-making in closed-loop supply chain under three different environments including monopoly,manufacturers competition and the third-party manufacturers and original manufacturers competition by game theory and mathematical programming method." trade-in " closed-loop supply chain pricing and production decision making problems,the main research contents and found the following:1.decision-making analysis of "trade-in" closed-loop supply chain under the monopolistic environment based on mental accounts.Firstly,the consumer demand function is constructed based on the mental account theory,and the centralized and decentralized "trade-in for new" decision-making model under the bilateral monopoly environment is further studied.It is found that the difference of consumers’ loss aversion and the change of psychological book value make enterprises adopt four different pricing strategies to obtain the optimal profit.The larger the book value of consumers’ psychology is,the smaller the optimal profit of enterprises will be.At this time,the optimal pricing strategy of enterprises can only reduce the actual payment of consumers,which is beneficial to consumers and unfavorable to enterprises.The smaller the book value in mind,the larger the optimal profit of the enterprise.At this time,the optimal pricing decision of the enterprise increases the actual payment of consumers,which is more unfavorable to consumers and more favorable to the enterprise.Manufacturers are always willing to provide "trade-in" to obtain higher profits,but retailers provide "trade-in" is conducive to recycling more old products,helping enterprises to overcome the difficulties of recycling old products,small development bottleneck;Revenue sharing contract can effectively coordinate closed-loop supply chain and reduce the negative impact caused by double marginal effect.2.Decision analysis of "trade-in" closed-loop supply chain under the manufacturer competitive environment based on mental account.Firstly,the demand function is constructed based on the psychological account of consumers,and the decision-making model of "tradein" closed-loop supply chain in the competitive environment of manufacturers is constructed based on the consumer demand function.It is found that under different circumstances,the optimal pricing strategy still depends on the consumers’ psychological book value and loss aversion,and it will not change due to the existence of competition.The degree of loss aversion of consumers determines the influence of competition on the sales volume of new products and the recycling volume of old products of manufacturers that implement "trade-in for new products" The loss aversion of consumers and the book value of consumers’ mind jointly determine the influence of competition on the optimal profit of the two manufacturers.Under certain conditions,due to the existence of the psychological account of consumers,the implementation of "trade-in" will benefit both manufacturers.3.Decision-making analysis of "trade-in" closed-loop supply chain under the competitive environment of third-party manufacturers based on mental accounts.Firstly,a demand function is constructed based on the psychological account of consumers,and a closed-loop supply chain decision-making model with or without third-party manufacturers competing to implement "trade-in" is constructed based on the consumer demand function.The study found that when the third-party manufacturers implemented the "trade-in",the four pricing strategies of the original manufacturers to obtain the optimal profit did not change.Under different circumstances,the pricing strategy still depends on consumers’ different levels of psychological book value and loss aversion.However,the participation of the third party manufacturers will squeeze the market share of the original manufacturers,which will have a negative impact on the original manufacturers;The implementation of "trade-in" by thirdparty manufacturer competition is not conducive to the original manufacturer’s recycling of old products and sales of new products.However,from the perspective of the market as a whole,when consumers are less averse to losses,the participation of third-party manufacturers in the "trade-in" competition is conducive to the overall re-allocation of resources in the market,so that more old products can be recycled.The participation of third-party manufacturers in competition and the implementation of "trade-in" will not only reduce the optimal profit of the original manufacturers,but also reduce the overall income of the original manufacturers and the third-party manufacturers in the market.The implementation of "trade-in" in the competition of third-party manufacturers will bring negative spillover effect to the market,which is not conducive to the original manufacturers,nor to the overall market benefits. |
