利他偏好与销售努力对闭环供应链决策的影响研究
The Influence of Altruistic Preference and Sales Effort on Closed-Loop
Supply Chain Decision Making
Abstract
With the improvement of people's living standards and the change of consumption habits,
consumer demand is constantly enriched. In order to meet consumer demand and grab market
share, enterprises continue to launch personalized and diversified products. Rapid product
upgrading leads to a large number of waste products, which will not only waste resources, but
also have a negative impact on the environment. In this context, all parties in the society are
trying to seek a sustainable development model that gives consideration to both economic and
environmental benefits.
As an important method to realize circular economy, closed-loop supply chain can
reduce resource input and waste discharge through maintenance and remanufacturing of waste
products. With the development of remanufacturing, retailers have begun to get involved in
remanufacturing. However, due to the lowconsumer recognition of the remanufactured
products, the remanufacturedproducts are faced with theproblem of sales difficulties.
Therefore, sales efforts can be made through advertising and setting up display and trading
platforms to guide consumers to take the initiative to purchase the remanufactured products.
At the same time, supply chain members always pay attention to the fairness of channel profit
distribution. Whenthe profit distributiongap between the dominantcompany and the
subordinate company is too large, the subordinate company will take measures to punish the
dominant company, and even cause the supply chain to be interrupted. Therefore, considering
the stability and growth of supply chain, dominant company tends to adopt a certain degree of
altruistic preference when making decisions. Based on this, this paper takes the closed-loop
supply chain composed of a single manufacturer and a single retailer as the research object,
considering the new product and remanufactured product differential pricing, respectively
constructsfour models:basedmodelofclosed-loop supplychain(withoutaltruistic
preference or sales effort), with altruistic preference but without sales effort, without altruistic
preference but with sales effort, with altruistic preference and sales effort. By comparing the
optimal price, demand, profit and other factors of different models, the influence of altruistic
preference, sales effort and their combination on closed-loop supply chain decision-making is
explored.
The study found that: (1) Manufacturer adopts altruistic preference, which will benefit
retailer by reducing patent license fee of remanufactured product and wholesale price of the
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大连理工大学硕士学位论文
newproduct.Meanwhile, retailerwillreducethesalesprice ofnewproductsand
remanufactured products to stimulate the demandfor new products and remanufactured
products. Manufacturer's altruistic preference will increase the profits of both the retailer and
the closed-loop supply chain. (2) The retailer's sales efforts for remanufactured products will
increase the patent license fee, sales price and market demand of the remanufactured products.
The wholesale price and sales price of new products are not affected by retailers' sales efforts.
However, as the increase in demand for remanufactured products has eroded part of the new
product market, the demand for new products has fallen. If the retailer controls the sales effort
level within a certain critical value, all participating members of the closed-loop supply chain
will benefit. (3)Under the dual influenceof altruistic preference andsales effort, the
wholesale price andsales price ofnew products have decreased,and the demandfor
remanufactured products has increased, but the change of patent license fee, sales price of
remanufactured products and the demand for the new products are uncertain. Manufacturer
and retailer can increase profits by setting reasonable altruistic preferences and sales effort.
This paper not only supplements the relevant research on supply chain decision-making under
different remanufacturing subjects, but also enrichs the research on altruistic preference and
sales effort in closed-loop supply chain decision-making, and provides the decision-making
basis for retailers to undertake the recycling and remanufacturing of closed-loop supply chain
members.
Key Words: Closed-loop Supply Chain; Altruistic Preference; Sales Effort
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