The Pricing And Quantitative Decision-making Under The Framework Of Closed-loop Supply Chain Based On WTP And Consumer Heterogeneity

In recent years, the issue of lacking of coordination between environmental and economic development becomes increasingly prominent, resource shortages and environmental problems have become issues of preventing economic and social development, more and more attention have been paid on the concept of recycling economy, governments and scholars have focused on remanufacturing— a new model of recycling economy already.Based on previous researches, research on the problems of decision-making in remanufacturing loop supply chain based on the theory of WTP and consumer heterogeneity. Firstly, consumers in the market are divided into green consumers and the general non-green consumers,determine WTP values of their new products and remanufactured products respectively, analyze the strategic decision-making in the environment of consumer changes and uncertainty. Secondly, the analyze the situation of decision of the OEM, compared the optimal decision obtained by OEM in two cases —only product new products and product both new products and remanufactured products. Again, introduce another decision subject— IO, analyze the common decisions between OEM and IO in competitive and cooperative situations, obtain the optimum balancing decisions of OEM and IO. Finally, by comparing and analyzing profits in a single system and when the two systems coexist, deepen the conclusions,and ultimately put forward suggestions for the development of OEM and IO.The innovation points of this paper: firstly, consider two subjects of strategic decisions, by analyzing of the coordination of the OEM and IO,obtaining the coordination mechanisms of manufacturing and re-manufacturing. Secondly, introduce WTP values into the research of remanufacturing, quantify the WTP values as product prices, analyze the reasons for the mechanism of WTP values, by establishing game model to analyze the strategic decisions. Thirdly, combine qualitative methods with quantitative methods, subdivide the type of consumers, analyze the strategic decision-making in the environment of consumer changes and uncertainty.