Research On Service Model And Coordination Strategy Of Closed-loop Supply Chain Based On Dual-channel Sales

With economic development,environmental problems have become more prominent,and a large number of waste products have exacerbated environmental pollution.For enterprises,a more effective way to solve environmental regulations and competitive pressure is to recycle and remanufacture waste products.With the rapid development of Internet technology and the increasing diversification of consumer needs,dual-channel sales combining online direct sales channels and retail channels have gradually replaced the traditional single-channel sales model.At the same time,consumers pay more and more attention to product service provision when making product purchase decisions,such as logistics services,installation services,maintenance services,door-to-door recycling services,and free disassembly services.In real life,market competition has become increasingly fierce,and companies have begun to integrate sales,recycling,and service coordination in order to gain a competitive advantage and win more customers.Therefore,the closed-loop supply chain shows a certain degree of complexity,which has attracted the attention of many scholars.However,there is a lack of systematic and in-depth discussion on the service strategy under the integrated management of dual channel supply chain and closed-loop supply chain.This research focuses on the service strategy of the closed-loop supply chain under the dual sales channels.First,this paper constructs game models of different service modes,compares and analyzes the optimal decisions of supply chain members under each mode,discusses the role of service in dual channel closed-loop supply chain,and summarizes the optimal service strategy.Secondly,based on the optimal service strategy,a reasonable service coordination strategy is proposed.Finally,taking the printer industry as the background,this paper selects L enterprise which implements the double channel closed-loop supply chain management for case analysis,and the problems existing in L company’s service decision-making are analyzed,and management countermeasures and suggestions are put forward.The results of the study indicate:(1)The provision of after-sales service of products and the provision of recycling services will play a positive role in the decision-making of supply chain members.Companies can not only increase their own profits by adjusting service levels,but also encourage consumers to participate in recycling activities,increase the amount of recycling of waste products,and promote the company’s circular economy.(2)The optimal decisions of manufacturers and retailers always benefit from consumers’ increased sensitivity to services.Combining with the service demand characteristics of consumers in the current society,manufacturers and retailers should proactively provide product services,create a corporate service concept,and constantly tap consumers’ service needs.(3)In a closed-loop supply chain with two sales channels,the service model that manufacturers provide after-sales service and retailers provide recycling services performs better.The service cost sharing coordination contract proposed based on this model can optimize the performance of the supply chain and achieve Pareto improvement,but due to the conditions of the contractual cooperation between the two parties,complete coordination cannot be achieved.The research in this article can play a certain guiding role for companies that implement sales dual-channel closed-loop supply chain management.Faced with the current situation that services are gradually becoming an important factor in consumer decision-making behaviors such as purchases,companies should do a good job of market research,accurately grasp the service needs of consumers,adopt service strategies in a timely manner,actively create service concepts,actively seek service cooperation,pay attention to circular economy and promote green development.