基于产品退货率和产品差异性对消费者购买行为的影响, 构建了由一个制造商和一个 零售商组成的绿色闭环供应链模型, 研究产品的制造/再制造策略和营销策略. 制造商生产新 产品和再制造产品, 新产品批发给零售商, 再制造产品直接销售给消费者, 零售商销售新产品 并将退货产品返回给制造商. 通过对博弈模型进行求解和分析, 结果表明: 单位退货处理成本 和退货率增加会降低制造商和零售商的利润; 当单位退货处理成本较低时, 制造商会选择再制 造部分废旧产品, 反之, 则选择再制造全部废旧产品. 进一步研究引入销售努力后的拓展模型, 数值试验表明, 引入销售努力会提升制造商和零售商的利润, 并且退货率越高, 制造商愿意承 担更多的销售努力成本.

Based on the impact of product return rate and product differentiation on consumer purchasing behavior, this study constructs a green closed-loop supply chain model consisting of a manufacturer and a retailer, and studies product manufacturing/remanufacturing and marketing strategies, where the manufacturer produces new and remanufactured products, sells new products to the retailer, and sells remanufactured products directly to consumers. The retailer sells new products and returns any returned products to the manufacturer. The results of solving and analyzing the game model show that an increase in the unit return processing cost and return rate can reduce the profits of the manufacturer and retailer. When the unit return processing cost is low, the manufacturer chooses to remanufacture part of the waste product; otherwise, the manufacturer remanufactures all the waste products. This study further examines an extended model that introduces sales effort. The numerical experiment shows that the introduction of sales effort can increase the profits of the manufacturer and retailer, and that the manufacturer is willing to undertake more sales effort costs with higher return rates.