关键词: 闭环供应链, 双渠道, 定价, 渠道偏好, 运营成本

Abstract: Based on the difference of channel preference of consumers and operating costs of consumers to the traditional retail channels and network direct channels, this paper studies the pricing decision of the dual channel closed loop supply chain, which is responsible for the retailer to recycle the waste products and the manufacturer to open the direct channel. Three game pricing decision models under different market power structures are established, and the corresponding optimal solutions are solved by backward induction, and then the effects of channel preference and channel operation cost on the optimal pricing strategies and the maximum profits are analyzed. The results show that the optimal direct prices increase and the optimal retail prices decrease, as the consumer direct channel preference increases; the increase of online channel operating cost of online direct selling channel is beneficial to the retailer, but it hurts the manufacturer; the increase of traditional channel operating cost is not beneficial to them.

Key words: closed-loop supply chain, dual channel, pricing, channel preference, operating costs