Research On Closed-loop Supply Chain Production Decision Based On Consumer WTP Heterogeneity

From the perspective of consumer behavior,this paper proposes research hypotheses on the factors influencing consumers' willingness to pay for remanuf actured products,to help enterprises make more accurate remanufacturing decisions and improve the market competitiveness of remanufacturing industry.Based on this,this paper takes the closed-loop supply chain as the main research object,combined with the existing academic research on consumers' willingness to pay the influence factors of classified as well as the specific research of remanufacturing products,from the perspective of remanufacturing product characteristics and consumer personality will be the key factors that affect consumer willingness to pay,which is divided into: product price,product quality and the heterogeneity of consumer channel preference and social responsibility.The paper builds closed-loop supply chain decision model based on WTP differences,put forward the actual decision scheme of enterprise,and designed to enrich the closed-loop supply chain management theory research,moreover,provides production,pricing,and recycling guidanc e for the enterprise decision-making.Consumers have different preferences for products with different prices,and their consumption demand is affected by the price difference between new products and remanufactured products.Chapter three explores the dec ision-making of remanuf acturing production under the structure of traditional channels,considering the influence of product price factors on consumers' willingness to pay.Based on the remanufacturing production at a low price strategy of closed-loop supply chain operating model,depicting the interaction between manufacturers and manufacturers,through the full cooperation,cooperation or perfect competition strategy,describing the cost parameters and recovery rate changes impact on sales,specific to m obile phones and auto companies' recycling and manufacturing practice as examples.Under the electronic channel,a strategic choice model of consumers' willingness to pay is established in chapter four,which indicates that the sales price of new products and remanufactured products in the agency model is lower.When the cost of new products is low and the consumer preference coefficient is low,e-retailers prefer the agency model and manufacturers prefer the resell model.If from the perspective of consumers,the agency mode is more favorable to consumers.Under the background of rapid development of e-commerce,the uncertainty of demand of each channel and the fierce competition among members of remanuf acturing supply chain bring opportunities and challen ges to enterprise decisionmaking.Chapter five studies the decision of closed-loop supply chain under the influence of channel preference on consumers' willingness to pay.Respectively one-way,two-way advertising hitchhiking effects into the analysis,c onsidering the condition of advertisement cooperation and development together,based on consumer willingness to pay difference coefficient,sensitivity analysis of parameters,dual channels closed loop supply chain model is established,the numerical resu lts show that on the one hand,advertising cost sharing channels does not coordinate the dual channel closed loop supply chain,a lift effect is the main reason.On the other hand,the one-way(two-way)free-rider effect,while reducing the advertising input of retailers(manufacturers),does not reduce their profits.New products and the remanufacturing product quality is also a key factor influencing consumer willingness to pay different.In the fifth chapter analyses different production mode considering consumer willingness to pay difference influenced by quality of the product,discusses its' effects on manufacturers' profit,cost savings and aquires the optimal manufacturing/remanufacturing system produc tion decision.The results show that: on the one hand,if manufacturers(retailers)are involved and not involved in remanufacturing are considered separately,it can be found that participating in remanufacturing can benefit both parties.On the other hand,it is mutually beneficial for both the manufacturer and the retailer to participate in remanufacturing at the same time.In addition,based on the comparative analysis of multiple remanufacturing production modes,it is found that when the remanuf acturing cost of dealers is low,even if the third party and the manufacturer are involved in remanufacturing at the same time,both the manufacturer and the retailer will be the best choice.Consumers make consumption choices based on social responsibility.In chapter seven,consumer social responsibility is included into the analysis,and the decision of closed-loop supply chain under the differentiation of consumers' willingness to pay is analyzed through the internal and external assumptions of corporate social responsibility.Research has shown that for normal consumers,corporate social responsibility quantitative for consumer surplus‘s parameter,found that corporate social responsibility has effect on the patent licensing fees,also affect the revenue share proportion,which not only increases the numb er of closed-loop supply chain of sales,and creates more value for manufacturers and retailers,social welfare maximization motivation is better than the profit maximization goal for higher profits.For consumers sensitive to corporate social responsibili ty,the endogenesis of corporate social responsibility should be considered.It is found that the proportion of socially responsible consumers increases,the level of corporate social responsibility increases,and the profits of manufacturers and retailers increase accordingly.