Multi-objective Optimization Model Of Closed-loop Supply Chain Based On Customer’s Willingness And Return Behavior

With the development of technology, the electronic products’renewal become faster and faster, it generates a problem of electronic wasting products processing with high cost of production and r&d cost problems one by one, such as how to better recover and utilize of waste products has become a hot spot of current research. Customer is an important member in the closed-loop supply chain, because he not only has the buying power, but also returns goods after purchasing of products in according to the applicability of the products. In addition, customers have the ability to return the old product as well and get self-utility maximization by the rational behavior; all of this decides the customers have played a unique role in the closed-loop supply chain. Accordingly, the mobile phone closed-loop supply chain operation based on customer willingness and customer return behavior will have a certain research value and practical significance.Firstly, this article reviewed the relevant literature including customer perception, customer willingness and customer behavior, the closed-loop supply chain with satisfaction,, customer utility. On this basis, the paper defines the research framework of the closed-loop supply chain when considering customer willingness and return behavior of the customers. Then the paper build four models:closed-loop supply chain optimization based on customer reward-driven, closed-loop supply chain optimization based on awareness-driven, closed-loop supply chain optimization based on customer willingness and closed-loop supply chain optimization based on customer willingness and return behavior. By implementing a multi-objective model:price satisfaction, customer utility and the closed-loop supply chain profit three biggest objective function of optimal, give price advice for closed-loop supply chain in four different models of repairing products, new products and other products. And four different mathematical models are built on the basis of MZKJ company as the actual case, using method of MATLAB genetic algorithm multi-objective and ultimately to get the optimal solution in different models for MZKJ company. In order to provide pricing advice about product and promotion expenses in the future market strategy.Around the research, conclusions are following:The customer utility and the profit of closed-loop supply chain showes a trend of changes in the opposite direction; Return behavior of customer may result in low satisfaction of closed-loop supply chain; The price satisfaction of supply chain based on reward-driven may higher than supply chain based on awareness-driven, the customer utility of supply chain based on reward-driven may lower than supply chain based on awareness-driven; the profit of supply chain based on reward-driven will be higher than supply chain based on awareness-driven.This paper studies not only the closed-loop supply chain multi-objective optimization problems, but also put forward suggestions according to the practical case, has a certain theoretical and practical significance.