基于消费者多属性参考依赖的“以旧换再”闭环供应链定价决策研究

Due to the improvement of recycling and selling, “old for remanufacturing” closed-loop supply chain becomes the new trend of remanufacturing closed-loop supply chain, which has not been studied deeply yet. Moreover, multi-attribute reference dependence of consumers have enormous influences on pricing decisions of “old for remanufacturing” closed-loop supply chain; also bring challenges to its efficient operations. Therefore, in this research project, we explore the pricing decisions of “old for remanufacturing” closed-loop supply chain and the measures of improving the pricing decision environment based on multi-attribute reference dependence of consumers under different markets. We attempt to break through the disciplinary boundaries of management, economics, marketing and psychology by using the prospect theory and reference dependence model, game theory, and laboratory experiments to study these problems. We also analysis the effects of government subsidy on the customer behaviors and pricing decisions, then discuss the efficiency and applicability of government subsidy. Finally, the pricing decision models are improved by applying them to automobile and household appliance industries. This project aims to design more practical pricing decision theory of “old for remanufacturing” closed-loop supply chain, and enrich the research system of the closed-loop supply chain pricing decision and guide the practice more effectively.

由于能够有效改善回收与销售困境，“以旧换再”闭环供应链已成为再制造闭环供应链发展的新趋势，但尚属于研究盲点，未得到深入探讨与分析。而且，消费者多属性参考依赖行为对“以旧换再”闭环供应链的定价决策也造成了极大影响，并给其高效运作带来了巨大挑战。为此，本项目尝试突破管理学、经济学、市场学和心理学的学科界限，采用前景理论与参考依赖模型、博弈理论、实验室实验等多学科交叉的理论与方法，基于消费者多属性参考依赖行为，在不同市场环境下探讨“以旧换再”闭环供应链的定价决策以及改善定价决策环境的相关措施；然后，进一步分析政府补贴对消费者多属性参考依赖行为及定价决策的影响，探讨政府补贴的效率和适用性；最后，通过深入汽车、家电等典型行业，将定价决策模型进行应用与修正。本项目力争提出更加贴近现实的“以旧换再”闭环供应链定价决策的理论与方法，以期丰富闭环供应链定价决策研究体系、更有效地指导实践。

本项目在现实与理论问题的双重驱动下，直面我国再制造闭环供应链面临的现实困境，研究了“以旧换再”闭环供应链的定价决策这一科学问题。我们借鉴了管理学、行为经济学、市场学、心理学相关领域的最新研究成果，采用前景理论与参考依赖模型、博弈理论、实验室实验等多学科交叉的理论与方法，在不同市场及环境下全面深入地探讨了“以旧换再”闭环供应链定价决策的相关问题。. 具体来说，在考虑消费者行为、政府补贴政策的影响下，项目组主要对不同市场结构下“以旧换再”闭环供应链相关决策问题、扰动市场下闭环供应链的回收渠道和生产与定价决策问题、报童订货决策问题、闭环供应链定价和服务水平决策及协调问题、考虑风险退货可再销报童中的行为决策问题以及绿色供应链构建过程中运营决策问题等方面开展了全面深入地研究。. 在研究期间，项目组共对600多人进行了行为实验，发放调查问卷近1000份；参加学术交流及会议15次，招收培养研究生7名。现已经撰写完成工作论文14篇，其中已发表13篇（SCI/SSCI 期刊6篇（第一作者5篇，通讯作者1篇），EI期刊2篇，国家自然科学基金委员会管理科学重要期刊 A类3篇，B类1篇），在投论文1篇；项目组完成学术专著1本。本项目的研究不但提出了更加贴近现实的“以旧换再”闭环供应链定价决策的理论与方法，也丰富了闭环供应链定价决策研究体系、更有效地指导实践。