Research On The Closed-loop Supply Chain Pricing Decision Of N Company Under The Influence Of Effort Level And Equity Concern

With the increasingly severe problems related to environmental protection and the gradual enhancement of the awareness of sustainable development of enterprises around the world,more and more enterprises begin to pay attention to recycling and green production.Therefore,the related issues of closed-loop supply chain have gradually been highly valued by experts and scholars from all walks of life.Research on closed-loop supply chain can not only match environmental protection related needs with high quality,but also meet some social needs.This paper takes N Sports Company as the research object,and learns that N Company has mature technology of recycling waste products,and its recycled products have appeared in the market.However,due to the uncertain market demand of products,N Company has not yet perfected its decisions on the output of new products produced by new materials and recycled products made from waste products,as well as the pricing of the two types of products.In the production and sales process of N company,due to the existence of various manufacturers and retailers,it also pays great attention to the fairness among nodal enterprises.Meanwhile,the recycling efforts and sales efforts invested by its manufacturers and retailers are also the key.Considering that the uncertain market demand of the two types of products,the different power structure in the closed-loop supply chain,the effort level invested by manufacturers and retailers,and the fair concern behavior of retailers have a significant impact on the overall profit of the closed-loop supply chain,this paper carries out the following research:First,a closed-loop supply chain model composed of manufacturers,retailers and consumers is constructed under the background of uncertain market demand for the two products.Stackleberg game was used to study the effect of the wholesale prices and retail prices of two kinds of products on the uncertain demand,and the low price coordination mechanism was proposed to improve the total profit of the closed loop supply chain in the decentralized decision-making of node-node enterprises,so that they could reach the profit level of the closed loop supply chain in the centralized decision-making.Secondly,in this closed-loop supply chain,the recycling effort invested by the manufacturer and the sales effort invested by the retailer are considered,and the influence of the effort level on the wholesale price,retail price,nodal enterprise profit and the overall profit of the closed-loop supply chain is studied.It shows that the recycling efforts of manufacturers and the sales efforts of retailers have a positive effect on the income expansion of closed-loop supply chain.In addition,the low price coordination mechanism is proposed to improve the profit level of closed-loop supply chain,so as to realize the mutual benefit and win-win situation of enterprises in the node of closed-loop supply chain.Finally,the Stackleberg game was used to study the influence of fair concern behavior on pricing,enterprise profit and total profit of closedloop supply chain under three models: manufacturer’s decision first considering retailer’s fair concern behavior,manufacturer’s decision first without considering retailer’s fair concern behavior,and retailer’s decision first.Research shows that manufacturers should consider retailers’ fairness concerns when making decisions,so as to improve their own profit levels.The research shows that: When N Sports Company faces the consumer market with uncertain product demand,in order to avoid the risks brought by the demand uncertainty,node-enterprises in the closed-loop supply chain should strengthen the cooperation between each other so as to reduce risks and achieve mutual benefit and win-win results.Meanwhile,they should also pay attention to the fair concern behavior of node-enterprise members to improve the overall profit level of the closed-loop supply chain.