Abstract: To research the effect of different advertising modes on pricing strategies for closed-loop supply chain based on third-party collecting,the pricing decision model for closed-loop supply chain with three different advertising modes were constructed under the double factors hypothesis of advertising marketing efficiency and advertising cost.The results showed that the optimal pricing strategies of closed-loop supply chain members and whole systems were not affected by individual advertising of both manufacturers and retailers,and the profits of third-party collector as well as whole systems were always the same,but the profit of dominant retailer was not always greater than that of manufacturer.The joint advertising mode was only favorable to the dominant retailer,but unfavorable to other members and whole systems.In whatever mode of advertising,the profit of third-party collector was always the smallest compared with the dominant retailer and manufacturer.

Key words: closed-loop supply chain, advertising mode, third-party collecting, pricing strategies

摘要： 为了研究不同广告模式对第三方回收闭环供应链定价策略的影响。在广告营销效率因子及广告成本因子的双因素假设下,构建了3种广告模式下第三方回收闭环供应链的定价决策模型。研究表明：无论零售商还是制造商单独广告,都不影响系统中各成员的最优定价策略,且第三方回收商及系统整体的利润不变,但主导零售商的利润并不一定总大于制造商的利润。联合广告模式只对主导零售商有利,对闭环供应链系统其他成员及整体都均不利。无论何种广告模式下,较之主导零售商及制造商,第三方回收商的利润总是最小的。

关键词: 闭环供应链, 广告模式, 第三方回收, 定价策略