Decision And Coordination Research Of Dual Channel Closed-loop Supply Chain Considering Consumer Preferences And Retail Services

The rapid development of Internet technology and e-commerce has changed the business model of enterprises and people's consumption patterns,many consumers have begun to choose e-commerce direct channels for shopping.Meanwhile,many companies have gradually opened e-commerce direct channels.Therefore,large-scale e-commerce activities such as Double Eleven and Jingdong 618 have become popular.In this context,considering consumer preferences and retail services,the closed-loop supply chain system under dual channel and single retail channel are studied respectively.Based on the existence of the Stackelberg dynamic game between manufacturers and retailers,retailers recycling and manufacturers recycling models were constructed separately,explores consumers 'direct channel preferences and retailers' retail service which are impact on the two recycling models' operational decision of the closed-loop supply chain were discussed,and then based on the results of centralized decision-making,designed a revenue-cost sharing contract to coordinate the two recycling models of the closed-loop supply chain,and solve the "double marginal effect" in the decentralized decision-making system and improve the efficiency of the two closed-loop supply chain operating systems.Research indicates:(1)In the closed-loop supply chain of the two recycling models,when consumers' direct channel preference is small,the single retail channel model should be selected;On the contrary,the dual channel model should be adopted;(2)In the single traditional retail channel model,retailers recycling model is superior to manufacturers direct recycling model;in the dual channel model,manufacturers direct recycling model is superior to retailer recycling model;(3)In the retailer recycling model and manufacturers recycling model,centralized decision-making is always better than decentralized decision-making.The "double marginal effect" problem makes the total profit of decentralized decision-making less than that of the centralized decision-making system.A revenue-cost sharing contract is designed to coordinate the dispersion of each member decision-making behavior and enable all enterprises to obtain Pareto improved profits.Numerical examples verify the conclusions of this paper and reveal management implications.