考虑CSR行为及渠道权力结构的闭环供应链定价决策

摘要/Abstract

摘要： 研究三种渠道权力结构下，不同成员企业的企业社会责任（CSR）行为对闭环供应链定价决策的影响，构建了考虑CSR行为及渠道权力结构的六种闭环供应链定价决策模型。研究发现，在零售商主导的渠道权力结构下，当制造商承担CSR时，废旧产品的回收率最高。在制造商主导的渠道权力结构下，当制造商承担CSR时，废旧产品的回收效率最低。在制造商和零售商的Nash均衡博弈（无渠道主导者）下，无论制造商还是零售商承担CSR，新产品的零售价格都最低、市场需求量都最高，闭环供应链整体的总利润都最大。当闭环供应链存在渠道主导者时，较之主导者承担CSR，由渠道跟随者承担CSR更有利于扩大新产品市场需求、提高废旧产品回收率、增加闭环供应链整体的总利润。

关键词: 闭环供应链, 企业社会责任, 渠道权力结构, 定价决策

Abstract: To research the influence of corporate social responsibility (CSR) behaviors of different member enterprises on pricing decisions for closed-loop supply chain (CLSC) under three channel power structures, six pricing decision models of CLSC are constructed with CSR behaviors and channel power structures taken into consideration. The equilibrium results based on the model’s analysis show that the recycling rate of waste products is the highest when the manufacturer undertakes CSR under the channel power structure dominated by the retailer. However, the recycling efficiency of waste products is the lowest when the manufacturer undertakes CSR under the channel power structure dominated by the manufacturer. In the Nash equilibrium Game between the manufacturer and retailer (without channel power), regardless of whether the manufacturer or retailer undertakes the CSR, the retail price of new products is always the lowest, the market demand is the highest, and the overall profits of CLSC is always the largest. When there is a channel power in the CLSC, compared with the channel leader is responsible for the CSR, it is more advantageous for channel followers to undertake CSR in order to expand the market demand of new products, improve the recycling rate of waste products and increase the overall profits of CLSC.

Key words: closed-loop supply chain, corporate social responsibility, channel power structure, pricing decision

姚锋敏, 闫颍洛, 滕春贤. 考虑CSR行为及渠道权力结构的闭环供应链定价决策[J]. 管理评论, 2022, 34(1): 283-294.

Yao Fengmin, Yan Yingluo, Teng Chunxian. Pricing Decision for Closed-loop Supply Chain Considering Corporate Social Responsibility and Channel Power Structure[J]. Management Review, 2022, 34(1): 283-294.

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