Research On Pricing Decision Of Closed-Loop Supply Chain Based On Consumer Preference And Government Subsidies

In recent years,with the gradual reduction of resources and the intensification of environmental problems,the closed-loop supply chain hides huge economic and environmental benefits,which have attracted widespread attention from governments and enterprises.Government subsidies are a powerful tool for stimulating domestic demand and promoting the development of enterprises.In order to implement government subsidies in place,the choice of government subsidy targets is a question worthy of discussion.Because consumers have an important position in the market,enterprises should always pay attention to changes in the consumer market.Therefore,when the government subsidizes the members of the closed-loop supply chain,it is of great significance to make pricing decisions for the members of the closed-loop supply chain from the perspective of consumers,and to analyze the impact of changes in the consumer market and different government subsidy objects on the closed-loop supply chain.This article is for a closed-loop supply chain system consisting of manufacturer,retailer,third-party recycler,and consumers.Firstly,divide consumers into ordinary consumers and green consumers,there are two products in the market,new products and remanufactured products.Considering the different consumer preferences for remanufactured products,the market is segmented into two situations based on consumer utility theory.Secondly,considering the different impacts of government subsidies on manufacturer,retailer,third-party recycler,and consumers,four closed-loop supply chain pricing models are established and solved to get the optimal pricing strategies.Then,through the equilibrium solution analysis and example analysis,the selection rules of the pricing strategies under the four models are explored.Finally,it analyzes the impact of the proportion of green consumers,the preferences of ordinary consumers on remanufactured products and the influence coefficient of government subsidies on the decisions-making and profits of closed-loop supply chains.The study found that expanding the proportion of green consumers is beneficial to enterprises.When formulating subsidy policies,the government needs to strengthen the promotion of green environmental protection and increase consumers' environmental awareness.It is also necessary to expand the government's own influence.When the government's influence on enterprises is increasing,government subsidies can play a role in promoting the development of closed-loop supply chains.