Research On The Joint Decisions Of Advertising And Pricing On A Closed-loop Supply Chain Of Electronic Products

With the arrival of technology age,more and more resource consumption products have entered innumberable households While they bring convenience for us,the exhaustion of resources,speed up of new product update speed lead to the serious environmental pollution,which caused the world Range of concerns,arousesd positive supply chain combined with recycling remanufacturing closed-loop supply chain research boom.With the increasing emphasis of government on recycling and consumer awareness of the concept of green consumption,In this paper,the two-stage closed-loop supply chain model,which consists of a single manufacturer and a single retailer,is constructed in the background of the recycling of waste products.on the basis that advertisement and product pricing can affect the demand of consumer,the manufacturers and retailers make advertising efforts respectively,to established the Starkberg game model and common decision-making model which was led by the manufacturer and retailers,to discusses the two ways of recovering from the manufacturer and the retailer respectively,to finds out and compares the optimal retail price,the recovery rate,the optimal wholesale price and the manufacturer's advertising investment,the amount of retailer advertising,the supply chain members of the profits and gross profits under the common decision-making and decentralized decision-making model.Finally,it use matlab for simulation analysis.The main findings are:when both sides of the closed-loop supply chain advertising in the recycling remanufacturing,advertising investment for enterprises can increase profits;In the common decision-making model,the gross profit and recovery rate achieve the highest;In the decentralized decision-making,the gross profit of retailer recycling channel is higher than that of manufacturer recycling in the leadership of the manufacturer market.Under the leadership of the retailer market,by the manufacturer of recycling mode can bring higher profits to both sides,the product recovery rate will be higher and the welfare quality brought to the consumer by product pricing under these three modes depends on the relationship between customer's sensitivity to product and advertisement effect factor.In this paper,the advertising investment is subdivided into the manufacturer's advertising and retailer advertising investment.The two advertising inputs are taken into account in different market forces structure models.The optimal advertising investment,recovery rate,recovery mode,product pricing decision not only enriches the existing theory of closed-loop supply chain,but also guides enterprises in practice according to the research conclusion to enhance the efficiency of closed-loop supply chain,and meanwhile improves enterprise profit and protect the ecological environment.