【作者】 张丽娟；

【导师】 姚锋敏；

【作者基本信息】 哈尔滨理工大学 ， 管理科学与工程， 2023， 硕士

【摘要】 近年来,不断创新突破的科学技术推动经济高速增长,也加快了产品更新换代的速度,致使经济发展同环境资源间的矛盾愈发激烈。空前活跃的信息技术创新颠覆了传统的零售商业模式,电商平台成为零售渠道中不可忽视的重要存在,传统闭环供应链与蓬勃发展的电商平台融合,形成了运作效率更高的电商闭环供应链管理模式。回收再制造作为化解经济增长与资源约束间矛盾的有效途径,在电商闭环供应链的运作模式下迎来了新的机遇。此外,绿色设计作为解决产品生产耗材高、使用耗能高、回收成本高等问题的有效方案,得到政府及制造企业的高度关注。同时在信息技术及市场环境的双驱动下,部分电商平台蓬勃发展,逐渐获得渠道主导权,形成了以电商平台为供应链核心的运作模式。因此,研究考虑绿色设计的电商闭环供应链回收渠道选择及不同渠道权力结构下的定价及协调策略等问题具有重要的理论及实践价值。本文运用Stackelberg博弈理论、契约协调理论、非线性规划等方法,将制造商的绿色设计行为引入电商闭环供应链决策模型中,首先,构建了制造商回收、电商平台回收及第三方平台回收的定价决策模型,探究了考虑绿色设计的电商闭环供应链的最优回收策略。在此基础上,进一步构建了集中决策模式、制造商主导分散决策模式及电商平台主导分散决策模式下的定价决策模型,探讨了不同决策模式及渠道权力结构对成员企业定价策略及利润的影响。此外,本文设计了两部定价契约,分别构建了制造商和电商平台主导下考虑绿色设计的电商闭环供应链协调模型。最后,以家电再制造产业为实证研究背景,以美的所领导的家电产品电商闭环供应链为研究对象,进行了实证分析。研究结果表明,消费者对绿色设计水平的敏感性会显著影响成员定价策略及利润,消费者敏感性越强越有利于提高新产品的绿色设计水平、市场需求、废旧产品回收量及成员利润。制造商负责回收的渠道结构下,绿色设计水平、销售量、废旧产品回收量及系统整体利润总是最佳的,电商平台负责回收的渠道结构效果最差。随着消费者对绿色设计水平的敏感性变化,不同渠道权力结构下的最佳决策存在差异,消费者敏感性较低时,较之电商平台主导,制造商主导的渠道权力结构更利于提高绿色设计水平及销售服务水平、扩大产品市场需求、改善系统整体绩效;当消费者敏感性较高时,则情况相反。针对制造商和电商平台分别主导下考虑绿色设计的电商闭环供应链,本文设计的两部定价契约可以有效实现系统协调。本研究丰富了电商闭环供应链的优化运作理论,也为企业生产决策和电商闭环供应链运营管理提供了决策参考。更多还原

【Abstract】 In recent years,science and technology with constant innovation and breakthrough has promoted rapid economic growth and accelerated the upgrading of products,resulting in increasingly fierce conflicts between economic development and environmental resources.The unprecedented active information technology innovation has subverted the traditional retail business model.The E-commerce platform has become an important presence in the retail channel that cannot be ignored.The integration of the traditional closed-loop supply chain and the booming E-commerce platform has formed a more efficient E-commerce closed-loop supply chain management model.Recycling and remanufacturing,as an effective way to resolve the contradiction between economic growth and resource constraints,ushered in new opportunities under the operation mode of E-commerce closed-loop supply chain.In addition,green design,as an effective solution to the problems of high material consumption in production,high energy consumption in use and high recovery costs,has been highly concerned by the government and manufacturing enterprises.At the same time,driven by both information technology and market environment,some E-commerce platforms have flourished,gradually gaining channel leadership,and formed an operation mode with E-commerce platforms as the core of the supply chain.Therefore,it is of great theoretical and practical value to study the selection of recycling channels of E-commerce closed-loop supply chain considering green design and the pricing and coordination strategies under different channel power structures.This paper uses Stackelberg game theory,contract coordination theory,nonlinear programming and other methods to introduce the manufacturer’s green design behavior into the E-commerce closed-loop supply chain decision-making model.First,the pricing decision model of manufacturer recycling,E-commerce platform recycling and third-party platform recycling is constructed,and the optimal recycling strategy of E-commerce closed-loop supply chain considering green design is explored.On this basis,the pricing decision-making models under centralized decision-making mode,manufacturer led decentralized decision-making mode and E-commerce platform led decentralized decision-making mode are further constructed,and the impact of different decision-making modes and channel right structure on the pricing strategy and profits of member enterprises is discussed.In addition,this paper designs two pricing contracts,and constructs an E-commerce closed-loop supply chain coordination model with green design under the leadership of manufacturer and E-commerce platform respectively.Finally,taking the household appliance remanufacturing industry as the empirical research background,taking the household appliance E-commerce closed-loop supply chain led by Midea as the research object,the empirical analysis was carried out.The research results show that consumers’ sensitivity to the level of green design will significantly affect members’ pricing strategies and profits.The stronger consumers’ sensitivity is,the more conducive to improving the level of green design of new products,market demand,recycling of waste products and members’ profits.Under the channel structure in which manufacturer is responsible for recycling,the green design level,sales volume,recycling volume of waste products and overall system profit are always the best,while the channel structure in which E-commerce platform is responsible for recycling is the worst.With the change of consumers’ sensitivity to the level of green design,there are differences in the best decisions under different channel power structures.When consumers’ sensitivity is low,the channel power structure dominated by manufacturer is more conducive to improving the level of green design and sales services,expanding product market demand,and improving the overall performance of the system than that dominated by E-commerce platform,however,when consumer sensitivity is high,the situation is opposite.For the E-commerce closed-loop supply chain with green design under the leadership of manufacturer and E-commerce platform,the two pricing contracts designed in this paper can effectively achieve system coordination.This research enriches the optimization operation theory of E-commerce closed-loop supply chain,and also provides decision-making reference for enterprise production decision-making and E-commerce closed-loop supply chain operation management.更多还原