互惠偏好下的闭环供应链系统定价决策分析

研究制造商和零售商互惠偏好行为下的最优定价策略和利润, 以及这种互惠偏好对决策行为和渠道效率的影响. 研究发现, 双方的互惠偏好程度对制造商废旧品回收比例呈正面影响; 零售商互惠偏好程度对制造商产品批发价格呈负面影响; 双方互惠偏好程度增加会导致零售商产品售价降低, 从而产品市场需求量增加; 系统成员的互惠偏好程度增加会导致自身收益减少和对方收益增加; 互惠偏好行为有利于闭环供应链系统收益和渠道效率的提高.

Analysis on closed-loop supply chain pricing decision under reciprocity preference

The optimal pricing decisions and profit of the manufacturer and retailer under the reciprocal preference behavior are studied, and the effect of this reciprocity preference on the decision behavior and channel efficiency is analyzed. The results show that the mutual reciprocity preference degree has a positive effect on the waste materials recycling proportion of manufacturer. The retailer’s reciprocity preference degree has a negative impact on the manufacturer’s wholesale price. The sales price of the retailer declines and the market demand expands with the mutual reciprocity preference increasing. At the same time, with the reciprocity preference degree of each member increasing, its own profit is diminishing, and other members’ profit is increasing. The mutual reciprocity preference behaviors can improve the channel profit and efficiency of the closed-loop supply chain.