Study on the Mode Selection of E-Commerce Closed Loop Supply Chain Under Risk Aversion
The e-commerce secondary closed-loop supply chain composed of the manufacturer and e-commerce platform has been constructed.At this stage,there are two main product sales modes:Wholesale and direct sales modes,in which the re-cycling service can be undertaken by the e-commerce platform or manufacturer.The combination of the sales model and the recycling service strategy generates four typi-cal operation models:Wholesale direct recycling(SM),wholesale entrusted recycling(SR),direct marketing direct recycling(MM),direct marketing entrusted recycling(MR).On this basis,the impact of risk aversion behavior of supply chain members on pricing,recycling and operation mode selection is analyzed.It is found that:1)When the manufacturer is risk-averse,the manufacturer prefers MM mode in most cases,while the choice of e-commerce platform is affected by the combination of risk aversion and commission rate,and if the commission rate is large,the manufacturer chooses MR mode when the degree of risk aversion is low,and chooses SR mode when the degree of risk aversion is large.2)When the e-commerce platform risk-averse,the manufacturer chooses MM mode when the degree of risk aversion and commission rate is small,and chooses SM mode when the degree of risk aversion and commission rate is large;When the e-commerce platform has a low degree of risk aversion,the optimal decision-making is shifted from the SM mode to the MR mode with the in-crease of the commission rate.In addition,it is found that the increase in the level of recycling compensation makes the manufacturer prefer the commissioned recycling model.Finally,the strategic interaction between the e-commerce platform in first determining the sales model and the manufacturer then in determining the recycling model is considered to explore the equilibrium models under different levels of risk aversion.
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维普
