Title: Advertising and Pricing Strategy in the Closed-loop Supply Chain with Direct Sales based on Product Life Cycle Theory
Abstract: Based on the theory of product life cycle,wer study the advertising and pricing strategy of the closedloop supply chain with direct sales.The optimal advertising strategy and pricing strategy in the four stages of the life cycle are discussed.Combined with numerical analysis,the strategic relationship of each stage in the life cycle is compared and analyzed.It is found that the advertising strategy,pricing strategy and the profit made by producers in the growth stage are consistent with those in the maturity stage.Moreover,producers make the highest profit during these two stages.On the other hand,recyclers are not affected by the product life cycle. Their pricing strategy,recycling advertising strategy and profit are consistent during the growth,maturity and the declining stages.The research results enrich and improve the theoretical foundation of the closed-loop supply chain with direct sales.
Publication Year: 2014
Publication Date: 2014-01-01
Language: en
Type: article
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