营销策略协同下的闭环供应链定价决策研究——消费者预期与回收模式的作用

Research on Closed-Loop Supply Chain Pricing Decisions under Coordinated Marketing Strategies—The Role of Consumer Expectations and Recycling Models

摘要: 定价是营销中的关键问题，本文在集中决策、制造商回收及零售商回收三种情境下分别建立考虑消费者预期的定价决策模型。通过运用Stackelberg博弈与逆向归纳法，研究解析各模型的最优均衡解，还有数值仿真展现消费者预期敏感系数与回收价格弹性对回收率与供应链利润的影响效果。研究得出结论：消费者价格预期敏感系数对销售价格呈现负向影响，而回收价格预期敏感系数则对回收价格产生正向驱动；在分散决策模式下，零售商回收模型的系统效率优于制造商回收模型；集中决策模型可作为评估与优化两种分散决策模式的基准。本文结论强化了定价决策在营销组合中的核心地位，为闭环供应链中成员的营销策略提供了切实的理论与实践启示。

Abstract: Pricing is a key issue in marketing. This paper establishes pricing decision models that consider consumer expectations under three scenarios: centralized decision-making, manufacturer take-back, and retailer take-back. By applying the Stackelberg game and backward induction method, the study analyzes the optimal equilibrium solutions of each model. Numerical simulations further illustrate the impact of consumers’ price expectation sensitivity and recycling price elasticity on recycling rates and supply chain profits. The study concludes that consumers’ sensitivity to price expectations negatively influences sales prices, whereas sensitivity to recycling price expectations positively drives recycling prices. Under decentralized decision-making, the system efficiency of the retailer take-back model is superior to that of the manufacturer take-back model; the centralized decision-making model can serve as a benchmark for evaluating and optimizing the two decentralized decision-making models. The findings of this paper reinforce the central role of pricing decisions in the marketing mix and provide practical theoretical insights for the marketing strategies of members in a closed-loop supply chain.