Research On The Model And Pricing Strategies Of Green Closed-loop Supply Chain

With the emergence of a series of environmental problems, such as resource depletion, intensified environmental pollution and ecological imbalance etc, and the relative laws and regulations about environmental protection constantly introduced, the increasing consumer awareness of green consumption, coupled with the limitation of "green trade barrier" on Chinese export products. Enterprises have gradually realized that in order to obtain long-term sustainable development, and remain invincible in the fierce competition, must consider the impact of their behavior on the environment in the pursuit of economic benefits, and implement green and ecological management. Therefore, as a kind of strategic management mode of enterprise-- supply chain management gradually to the development direction of green, then green supply chain management is proposed.According to the system analysis of the relevant research results at home and abroad about the connotation, management content and benefit, this dissertation extracts the important parts of green supply chain management, including production, marketing, recovery and transportation etc. The environmental management objectives of production, marketing and recovery are to be quantified. In order to minimize the impact on the environment, pricing strategies of green supply chain are presented based on game theory. Then, how to produce green products, choose the green marketing channels and invest in green recycling activities are described on the basis of meeting consumer individualized demand in detail. Furthermore, the distribution and coordination problem have been proposed for the internal profit of green supply chain, and the algorithm and numerical example of the model have been given.Based on the summary and analysis of the theory of green supply chain, the closed-loop supply chain and the game, the similarities and differences are compared between green, closed-loop and reverses supply chain. Also, the connotation and characteristics have been defined for green closed-loop supply chain and the game sequence has been analyzed for green closed-loop supply chain participants. Then, according to the management objectives of green supply chain and consumer psychology, the pricing principles and strategies are developed, which ensure economic benefit and environmental benefit coordination.By analyzing the environmental management objectives of green closed-loop supply chain manufacturing stage, supply chain equilibrium models are developed based on two different game models. Here, the game models are assumed to be the cooperative game model with and without consumer participation and Stackelberg non-cooperative game model of manufacturers and retailers. The optimal pricing strategies are given for each participant under different game structure. Then, this dissertation points out that the cooperative game of manufacturers and retailers with consumer participation has minimum influence on the overall social environment, while Stackelberg non-cooperative game is lower than cooperative game of the manufacturers and retailers in the aspects of environmental and economic benefits. In addition, according to the theory of recycling channels choice for waste products under remanufacturing theory, the optimal pricing strategies are studied under manufacturer, retailer and the third party recycling respectively. Besides, the optimal price and the optimal recovery price of the waste products are given under different recycling channels.Based on the differences of consumers’ green consumption awareness, marketing strategies of green closed-loop supply chain are studied under manufacturers and retailers integration decision by applying game theory in this paper. The idea using the acceptance of the green marketing channels to describe consumer awareness of green consumption is proposed. According to the differences of consumer acceptance for green marketing channels, this dissertation derives market demand functions have been obtained to the green and traditional marketing. Further, the conditions are pointed out to a separate green marketing and green mixed with traditional marketing, In mixed marketing environment, this paper develops cooperative and non cooperative game model, in which dominant retailer adopt green marketing and the weak retailers adopt traditional marketing. This paper also analyses the optimal pricing strategies and the optimal profit of the model by using the backward induction, and draws a conclusion that government can use advertising to improve consumer awareness of environmental protection.Combined with the theory of product life cycle and reverse supply chain, the two periods and multi-periods game pricing models with green recycling are established under manufacturers investing in green activities. Whether the differences between remanufactured products and new products or not, the optimal pricing and return strategies are studied for supply chain under centralized and decentralized decision-making. Then, the compares between two seniors show that two periods remanufactured green supply chain has the loss of efficiency under decentralized decision-making and the revenue sharing contract can coordinate the supply chain. Furthermore, two periods problem is extended to multiperiods ones and the relationships between the optimal pricing and buyback strategies are investigated under the two periods and multi-periods.By using Dongfeng Automobile Co., Ltd. as the case of study, structure of green supply chain is proposed under closed-loop operation in this dissertation. Based on analysis and processing of the data for production, marketing and remanufacturing, the optimal price and optimal profit are given under different marketing strategies for Dongfeng Automobile Co., Ltd by applying the optimal strategies of green marketing. It’s worth mentioning that the theoretical support for decision making of Dongfeng Automobile Co., Ltd. in the future supply chain marketing.