基于消费者品牌崇拜的闭环供应链品牌投入决策研究

Brand Investment Decisions in Closed-Loop Supply Chains Considering Consumer Brand Worship

摘要: 在“双碳”战略推动循环经济发展的背景下，本研究构建了一个考虑消费者品牌崇拜心理的闭环供应链定价决策模型，探讨品牌要素对供应链各环节决策的影响机制。研究表明，品牌崇拜通过品牌增益效应和回收协同效应创造双重价值：一方面增强产品市场溢价能力，另一方面提升资源回收效率，形成“品牌情感–回收效率–经济绩效”的闭环增强回路。研究揭示了品牌建设在循环经济中的战略意义，不仅能够提升前端市场价值，还能优化后端资源再生效率，为企业在绿色转型背景下制定品牌战略提供了新的理论视角和实践路径。

Abstract: Under the “Dual Carbon” strategy promoting the development of a circular economy, this study constructs a pricing decision model for closed-loop supply chains that incorporates consumer brand worship. It explores how brand elements influence decision-making across supply chain stages. The research shows that brand worship creates dual value through brand enhancement and recycling synergy effects: it strengthens product market premium capability while improving resource recycling efficiency, forming a self-reinforcing mechanism linking “brand emotion-recycling efficiency-economic performance.” The study highlights the strategic importance of brand building in the circular economy, demonstrating its ability to enhance both front-end market value and back-end resource recycling efficiency. It offers new theoretical insights and practical approaches for enterprises to develop brand strategies during the green transition.