Research On Pricing Strategy Of Closed-loop Supply Chain Based On E-Marketing

National strategy of sustainable development concept has related to all aspects of social development. According to this, enterprises should bring the concept of environmental protection into management as the epitome of social economic development. This is not only a mandatory requirements of related laws and regulations, but also the embodiment of the environmental consciousness. In such background, the closed-loop supply chain management arises at the historical time as the extension and complement of supply chain management. At the same time, the emergency of e-commerce has injected new vitality to the market economy and created a disruptive change to society and the management and technology of enterprises. As a result of it, the closed-loop supply chain under e-commerce environment will create greater economic benefits more efficiently.In this thesis, theory statement and game model have been used to the research on pricing strategy closed-loop supply chain based on E-marketing:firstly, whether to develop online direct marketing is considered into the closed-loop supply chain model which has been divided into three categories:manufacturer recycling closed-loop supply chain, retailer recycling closed-loop supply chain and the third party closed-loop supply chain. In the end, the study came to some conclusion based on the discussion of impact and change from network direct marketing to the each models and numerical analysis. Then based on the influence of two parameters which are network market share and channel cross impact factor, the study analyzed the economic benefits and pricing strategy of closed-loop supply chain.The main conclusions include the following aspects:First of all, whether from the economic interests of participate or customers, the closed-loop supply chain under network direct sales is profitable. The network marketing channel has brought the economic and psychological good influence; Then based on the numerical simulation of the models, the study analyzed the relationship between the variation of channel cross factor and network market share to the profits of game parties. Also the study discussed how to select recycling models and pricing strategy in the changeable market. In the end, the thesis gives some suggestions for the closed-loop chain.