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中文摘要：
在广告既能影响市场需求又能影响回收率的条件下,研究了零售商回收时,制造商广告与零售商广告在两种情况下,闭环供应链的最优广告水平、产品批发价、产品零售价、供应链中各成员的利润与总体利润,并进行了对比分析。研究结果表明：在闭环供应链中,针对不同的市场目标要采用不同的渠道策略。若以市场占有率为最大化目标,则采用制造商广告模式;若以利润最大化为目标,则采用零售商广告模式。
英文摘要：
Considering the impact of advertisement on both market demand and recycling,we study the optimal decisions for advertising,the wholesale and retail pricing,the individual profits and the overall profit of the supply chain in both cases where manufacturer advertising and retailer advertising of retail recycling,and compare the analytical results.The study shows that the closed-loop supply chain with different market objectives should adopt different channel strategy.For maximizing market share,the manufacturer should advertise.For maximizing profit,the retail should advertise.
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