It is common for sellers to markdown product prices late in a selling season which prompts consumers to strategically manage their purchase timing. Facing consumers’ strategic behaviour, the manufacturer should decide the prices for products carefully to ensure its profit. This paper explores the manufacturer’s optimal pricing decisions in a closed-loop supply chain by considering the customers’ type, the limited number of returns, consumers’ acceptability of the remanufactured products, as well as the discounting rate of consumers’ perceived value for a delayed purchase. The results show that the manufacturer’s retailing plan and the optimal prices depend on the unit production cost of the new and remanufactured products. In general, the consumer’s strategic behaviour hurts the manufacturer’s profit. When consumers are strategic, the manufacturer reduces the selling price of the new product and it is less likely to engage in remanufacturing when the unit production cost of the new product is high as compared to the case of myopic customers. The numerical experiments provide additional implications and show that the manufacturer can take some simple counter-measure strategies to react to either the underestimation or overestimation of the expected price by the consumer.

卖家在销售旺季后期降低产品价格是很常见的，这会促使消费者从战略上管理他们的购买时间。面对消费者的战略行为，制造商应该谨慎地决定产品的价格，以确保其利润。本文通过考虑客户类型、退货的有限数量、消费者对再制造产品的接受度以及消费者对延迟退货的感知价值的折扣率，探讨了制造商在闭环供应链中的最优定价决策。购买。结果表明，制造商的零售计划和最优价格取决于新产品和再制造产品的单位生产成本。一般来说，消费者的战略行为会损害制造商的利润。当消费者具有战略性时，与近视客户相比，当新产品的单位生产成本较高时，制造商会降低新产品的销售价格，并且不太可能从事再制造。数值实验提供了额外的含义，并表明制造商可以采取一些简单的对策策略来应对消费者对预期价格的低估或高估。