考虑消费者异质性偏好的闭环供应链定价与协调

徐桂红 陈荔

摘  要：考虑消费者对再制品再制造程度存在异质性偏好的需求市场，研究了再制造与制造竞争优势比变化对闭环供应链最优定价的影响。建立并求解了制造商和零售商集中式、分散式决策下的博弈模型，并通过收益共享契约进行决策协调。研究表明：新品需求和再制品价格与单位材料节约成本Δ、再制造程度最高心理预期负相关，与低“再”偏好消费者的市场占比α、低“再”偏好程度k正相关;再制品需求反之。新品价格不受再制造活动影响，但随着再制造与制造竞争优势比加大，新品需求下降，再制品需求和价格升高，闭环供应链总利润上升。

关键词：异质性偏好;闭环供应链;Stackelberg博弈;收益共享契约

中图分类号：F273.7    文献标识码：A

Abstract： The influence of remanufacturing and manufacturing competitive advantage ratio on the optimal pricing of closed-loop supply chain was studied in a demand market consisting of consumers with heterogeneity preferences for remanufacturing rate. The game models of centralized and decentralized decisions between manufacturer and retailer were established and solved， and the decision coordination was carried out through revenue sharing contract. The results show that the demand of new products and the price of remanufactured products are negatively correlated with the cost-saving of unit recycled materials and the psychological expectation of the highest rate of remanufacturing， and positively correlated with the market share of consumers with low“re”preference and the degree of low“re”preference; the demand of remanufactured products is the opposite. The price of new products is not affected by remanufacturing activities. However， with the increase of remanufacturing and manufacturing competitive advantage ratio， the demand of new products decreases， the demand and price of remanufactured products increase， and the total profit of the closed-loop supply chain increases.

Key words： heterogeneity preference; closed-loop supply chain; Stackelberg game; revenue sharing contract

0  引  言

為有效缓解有限资源过度消耗问题，最大限度利用废旧产品的剩余价值，再制造因以最小的资源投入就能获得最大的经济、社会和环境效益而受到广泛的推崇。然而再制造在中国的普及率并不高，实证研究表明再制造发展的最大阻碍来源于消费者对再制品较低的认可度[1]。不同消费者在价格敏感、质量信任、产品属性关注度等方面存在显著的差异，直接影响了再制品和新品的市场需求变化，如何从异质性需求出发优化决策已成为闭环供应链决策者所面临的重要课题[2]。

目前已有很多文献从消费者偏好角度研究闭环供应链决策。部分学者不细分消费者市场，Ferrer等[3]假定消费者只对再制……