Abstract: This paper discusses on the optimal decision problems of pricing and selling effort for a fuzzy two-echelon supply chain with one period，from the perspective of maximization of the expected profit.A centralized decision model and a retailer Stackelberg game model are built by analyzing the fuzzy uncertainty and the property that the demand has relationship with retail price and selling effort of the closed-loop supply chain with one manufacturer and one retailer，and the corresponding optimal strategies of two participants are obtained.One numerical example is presented，which illustrates the effectiveness of the proposed model.The results illustrate that the optimal retail price and wholesale price in the case of considering selling effort are respectively larger than those in the case of no selling effort，moreover，the optimally expected profits of both the retailer and the system in the case of considering selling effort are respectively larger than those in the case of no selling effort.

Key words: closed-loop supply chain, selling effort, fuzzy variable

摘要： 从期望利润最大化的角度研究了单周期两级模糊闭环供应链的定价与销售努力最优决策问题。分析了包含一个制造商和一个零售商的闭环供应链中的模糊不确定性及需求依赖于零售价格和零售商销售努力的性质，分别建立了集中式决策模型和零售商主导的Stackelberg 博弈模型并进行了求解。数值算例验证了模型的有效性，结论表明：考虑销售努力时产品的最优零售价格、批发价格分别高于不考虑销售努力情形下的相应价格;考虑销售努力时零售商和系统的最大期望利润分别大于不考虑销售努力情形下的最大期望利润。

关键词: 闭环供应链, 销售努力, 模糊变量