Abstract: To analyze the impact of consumers price reference effect on dynamic pricing strategies in closed-loop supply chains,the pricing strategies and profit allocation problems of a two-period closed loop supply chain system under centralized decision and three decentralized collection modes (manufacturer-collection,retailer-collection and third party-collection) with the consideration of price reference effect were discussed.The backward deduction method was utilized to obtain and compare the equilibrium solutions of decision variables in above four cases,and the variation trends of equilibrium solutions with price reference parameter were analyzed.The result showed that besides the centralized decision be the best of all,the third party-collection mode yielded the lowest collection rate and the worst system performance,whereas the relation between manufacturer-collection mode and retailer-collection mode depended on the values of remanufacturing cost savings and collection subsidies.Under centralized decision,as the price reference effect increased,both the two periods prices decreased and the optimal collection rate increased.When the price reference effect was greater than 0.6321,the whole channel profit decreased in the reference effect;on the contrary,when the price reference effect was smaller than 0.6321,the variation trend between channel profit and reference effect was related to the chosen parameters:if the collection scale parameter was lower than its threshold,the channel profit decreased in the reference effect,otherwise increased.Under three decentralized collection modes,the 1st-period price increased,the 2nd-period price decreased and the collection rate decreased in the price reference effect.However,the channel members and the whole closed-loop supply chain could benefit from the reference effect.

Key words: closed-loop supply chain, pricing strategies, price reference effect, reverse mode selection

摘要： 为分析消费者的价格参考效应对闭环供应链动态定价策略的影响,探讨了集中式决策和三种分散式回收模式(制造商回收、零售商回收和第三方回收)下考虑价格参考效应的两期闭环供应链定价策略与利润分配问题。首先运用逆向归纳法推导和比较了四种情形下的决策变量均衡解、成员利润以及渠道总利润,然后分析了其随价格参考效应的变化趋势。研究结果表明：除集中式决策最优外,第三方回收模式下的回收率最低、系统效益最低,制造商回收和零售商回收的绩效高低取决于再制造成本节约水平与回收补贴等参数的设置。在集中式决策下,随着价格参考效应的提高,两期价格降低、回收率提高;当参考效应大于0.632 1时,渠道总利润随参考效应的增加而减少;当参考效应小于0.632 1时,渠道总利润与参考效应的变化关系取决于参数设置,若回收规模参数低于其阈值,则渠道总利润减少,反之增加。在三种分散式回收模式下,价格参考效应的提升将使第一期价格提高、第二期价格降低且回收率降低,但渠道成员利润及系统总利润均有所改善。

关键词: 闭环供应链, 定价策略, 价格参考效应, 回收模式选择