Selection And Coordination Of CLSC Digital Marketing Mode Based On The Best Recycling Channel Under EPR System

Under the background of a strong push on the Extended Producer Responsibility(EPR)system,the government has issued a series of measures to encourage supply chain enterprises to take the extended responsibility,in addition to bearing the responsibility of producing and distributing products,product producers should also change the production mode,introduce ecological design from the production source,and share the recycling responsibility with other responsible groups in the closed-loop supply chain(CLSC),to realize the pollution source prevention and environmental responsibility assumption.At the same time,in the era of digital economy,enterprises responsible for EPR should change their business model accordingly,introduce digital marketing mode to promote their own products,improve consumers’ preference for eco-design and re-manufacturing products,and realize the integrated development of enterprise digital transformation and environmental responsibility fulfillment.Therefore,under the EPR system,the government supervises through relevant policies,enterprises responsible for EPR produce eco-designed products and digitally market their products to consumers in the positive link of CLSC,and in the reverse link,through the best recycling channel jointly built by all members of the supply chain,recycling end-of-life products from consumers and re-manufacturing into a new round of the product cycle.Through the government,closed-loop supply chain enterprises and consumers to play the three parties,is of great significance for the realization of the all-round development of the extended responsibility of producers in the era of digital economy.Based on the Stackelberg game theory,contract coordination theory,nonlinear programming method,etc.This paper explores the best recycling channels for CLSC under the background of EPR,the government encourages enterprises to fulfill their responsibilities through regulatory subsidy policies.Then,through digital enabling CLSC,the optimal digital marketing mode and coordination contract based on the best recycling channel are achieved.Firstly,according to the different recycling subject,three kinds of recycling channel decision-making models are designed:manufacturer-built recycling,e-commerce platform recycling and two-party joint recycling.The influence trend of government EPR regulation factor,ecological design factor and recycling impact factor on the model equilibrium result and the income of all parties are explored,and the best recycling channel is selected from the perspective of EPR fulfillment degree and the profit of supply chain members respectively.Secondly,on the basis of establishing the best reverse recovery channel,further considering the influence of digital marketing on EPR performance,two digital marketing decision models are designed respectively: the third party digital marketing and the e-commerce platform digital marketing.The influence of digital marketing on the operational efficiency of closed-loop supply chain and the performance of EPR is studied,and the best digital marketing method is selected from the perspective of EPR performance and the benefits of supply chain members.Thirdly,the optimal digital marketing plan is optimized by designing the coordination contract to eliminate the double marginal effect of the supply chain and further improve the performance effect of EPR and the benefits of CLSC members.Finally,the closed-loop supply chain system of household appliance products with Haier Group as the core is taken as an example.Based on the collection,sorting and processing of relevant data,the empirical research is carried out to provide suggestions for the closed-loop supply chain enterprises in related industries to choose the EPR compliance and digital marketing mode.