Research On The Impact Of The Cause-marketing Strategy On The Benefits Of The Closed-loop Supply Chain

With the development of society,the public has higher requirements for enterprises,that is,corporate social responsibility(CSR).CSR requires companies not only to make profits as the objective of their operations,but also to pay attention to their contribution to the environment,consumers and society.Therefore,after the 1980 s,a series of social responsibility movements were launched abroad.With the rapid development of China’s economy,CSR has been widely concerned in China.At present,China is in the stage of implementing CSR.Corporate social responsibility,on the one hand,can establish a good reputation and image for enterprises to obtain new economic growth points and improve their competitiveness;on the other hand,it can protect resources and the environment and achieve sustainable development.In addition,donations and other charitable means can be used to bridge the gap of wealth,and eliminating the hidden danger of social unrest.The closed-loop supply chain,as a supply chain mode to achieve the balance between economic responsibility and environmental responsibility,realizes the recycling of materials through the reverse supply chain,and reduces the discharge of waste and the consumption of resources.However,it is difficult to sell the remanufactured product due to the cognitive differences of consumers.As a means of marketing,the cause-marketing strategy can not only solve the problem of difficult sales of the remanufactured product,but also achieve a balance between economic responsibility and charitable social responsibility.At present,elevant literature has not analyzed the impact of consumers’ charity awareness on cause-marketing strategies.Therefore,under the circumstance that consumers have awareness of charity,this thesis considers to adopt a cause-marketing strategy for the remanufactured product on the basis of the closed-loop supply chain research.And by constructing the decision-making model of the closed-loop supply chain with different decision-making methods and different sales channels under the cause-marketing strategy,this thesis conducts sensitivity analysis and comparative analysis on the equilibrium solutions in different situations,and discusses the impact of cause-marketing strategy on the benefits of the closed-loop supply chain,as well as the impact of the level of consumer charity awareness on the role of cause-marketing strategy.Through the research and analysis,the following conclusions are drawn:(1)Only when consumers have a high level of charity awareness,can cause-marketing strategy promote the sales of the remanufactured product,and bring a positive impact on the members profit and system profit of the single-channel sales closed-loop supply chain.(2)In the dual-channel sales closed-loop supply chain,cause-marketing strategy has the opposite impact on the manufacturer’s profit and the retailer’s profit,while the impact on the system profit is affected by the level of consumer’ charity awareness and cause-marketing intensity.(3)The impact of cause-marketing strategy on the environmental benefits of the closed-loop supply chain is not only related to the level of charity awareness of consumers,but also related to the environmental impact coefficient of the remanufactured product.(4)When the charitable awareness of consumers is low,the increase of cause-marketing intensity will cause the loss of charitable social benefits of the closed-loop supply chain.(5)Under the cause marketing strategy,the demand price elasticity of the new product and the remanufactured product is higher,and the manufacturer’s profit and the economic responsibility,environmental responsibility and charitable social responsibility undertaken by the closed-loop supply chain system are all higher in the closed-loop supply chain with dual-channel sales.