Research On Recycling And Pricing Strategy Of E-Commerce Closed-Loop Supply Chain Considering Green Design

In recent years,science and technology with constant innovation and breakthrough has promoted rapid economic growth and accelerated the upgrading of products,resulting in increasingly fierce conflicts between economic development and environmental resources.The unprecedented active information technology innovation has subverted the traditional retail business model.The E-commerce platform has become an important presence in the retail channel that cannot be ignored.The integration of the traditional closed-loop supply chain and the booming E-commerce platform has formed a more efficient E-commerce closed-loop supply chain management model.Recycling and remanufacturing,as an effective way to resolve the contradiction between economic growth and resource constraints,ushered in new opportunities under the operation mode of E-commerce closed-loop supply chain.In addition,green design,as an effective solution to the problems of high material consumption in production,high energy consumption in use and high recovery costs,has been highly concerned by the government and manufacturing enterprises.At the same time,driven by both information technology and market environment,some E-commerce platforms have flourished,gradually gaining channel leadership,and formed an operation mode with E-commerce platforms as the core of the supply chain.Therefore,it is of great theoretical and practical value to study the selection of recycling channels of E-commerce closed-loop supply chain considering green design and the pricing and coordination strategies under different channel power structures.This paper uses Stackelberg game theory,contract coordination theory,nonlinear programming and other methods to introduce the manufacturer’s green design behavior into the E-commerce closed-loop supply chain decision-making model.First,the pricing decision model of manufacturer recycling,E-commerce platform recycling and third-party platform recycling is constructed,and the optimal recycling strategy of E-commerce closed-loop supply chain considering green design is explored.On this basis,the pricing decision-making models under centralized decision-making mode,manufacturer led decentralized decision-making mode and E-commerce platform led decentralized decision-making mode are further constructed,and the impact of different decision-making modes and channel right structure on the pricing strategy and profits of member enterprises is discussed.In addition,this paper designs two pricing contracts,and constructs an E-commerce closed-loop supply chain coordination model with green design under the leadership of manufacturer and E-commerce platform respectively.Finally,taking the household appliance remanufacturing industry as the empirical research background,taking the household appliance E-commerce closed-loop supply chain led by Midea as the research object,the empirical analysis was carried out.The research results show that consumers’ sensitivity to the level of green design will significantly affect members’ pricing strategies and profits.The stronger consumers’ sensitivity is,the more conducive to improving the level of green design of new products,market demand,recycling of waste products and members’ profits.Under the channel structure in which manufacturer is responsible for recycling,the green design level,sales volume,recycling volume of waste products and overall system profit are always the best,while the channel structure in which E-commerce platform is responsible for recycling is the worst.With the change of consumers’ sensitivity to the level of green design,there are differences in the best decisions under different channel power structures.When consumers’ sensitivity is low,the channel power structure dominated by manufacturer is more conducive to improving the level of green design and sales services,expanding product market demand,and improving the overall performance of the system than that dominated by E-commerce platform,however,when consumer sensitivity is high,the situation is opposite.For the E-commerce closed-loop supply chain with green design under the leadership of manufacturer and E-commerce platform,the two pricing contracts designed in this paper can effectively achieve system coordination.This research enriches the optimization operation theory of E-commerce closed-loop supply chain,and also provides decision-making reference for enterprise production decision-making and E-commerce closed-loop supply chain operation management.