管理评论

管理评论 ›› 2021, Vol. 33 ›› Issue (12): 303-315.

• 物流与供应链管理 • 上一篇    下一篇

考虑零售商销售努力的CSR闭环供应链定价决策

舒彤1, 曾佳茜1, 陈收1, 兰舒琳2   

  1. 1. 湖南大学工商管理学院, 长沙 410082;
    2. 中国科学院大学经济与管理学院, 北京 100190
  • 收稿日期:2021-01-07 出版日期:2021-12-28 发布日期:2022-01-25
  • 通讯作者: 舒彤(通讯作者),湖南大学工商管理学院教授,博士生导师,博士
  • 作者简介:曾佳茜,湖南大学工商管理学院硕士研究生;陈收,湖南大学工商管理学院教授,博士生导师,博士;兰舒琳,中国科学院大学经济与管理学院副教授,博士
  • 基金资助:
    国家自然科学基金项目（71771080；71521061；71790593；71642006）

Pricing Decision of CSR Closed-loop Supply Chain Considering Retailer's Sales Effort

Shu Tong1, Zeng Jiaqian1, Chen Shou1, Lan Shulin2   

  1. 1. Business School, Hunan University, Changsha 410082;
    2. School of Economics and Management, University of Chinese Academy of Sciences, Beijing 100190
  • Received:2021-01-07 Online:2021-12-28 Published:2022-01-25

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摘要： 本文构建由制造商和零售商组成的闭环供应链模型，运用Stackelberg博弈理论，基于零售商销售努力和不同主体承担企业社会责任（CSR）的情形，研究闭环供应链的定价决策，并分析了销售努力效应和社会责任行为对企业决策和利润的影响。研究表明，零售商销售努力均有利于降低批发价，提高需求量和废旧品回收率；不同主体社会责任行为均有利于刺激供应链的需求、提高销售努力水平和回收率。与无CSR模型相比，制造商或零售商承担社会责任时，自身经济利润有损失，但相关利益者的经济利润会增加，最终供应链整体利润和社会效用都会增加。

关键词: 闭环供应链, 企业社会责任, 零售商销售努力, 定价

Abstract: This paper constructs a closed-loop supply chain model composed of a manufacturer and a retailer. Based on the Stackelberg game theory, this paper studies the pricing decision of the closed-loop supply chain under the situation of retailer's sales effort and different subjects undertaking corporate social responsibility (CSR), and analyzes the influence of sales effort effect and social responsibility behavior on enterprises' decision-making and profit. The results show that the retailer's sales efforts are conducive to reducing the wholesale price and improving the demand and the recovery rate of waste products; the CSR behaviors of different agents are conducive to stimulating the demand of the supply chain and improving the level of sales efforts and the recovery rate. Compared with the model without CSR, when the manufacturer or retailer assumes CSR, they will suffer loss of economic benefit, but the stakeholders will gain more economic benefit, and finally the supply chain will benefit from higher overall profit and better social utility.

Key words: closed-loop supply chain, corporate social responsibility, retailer sales effort, pricing