OEM代工模式下品牌厂商的再制造策略  

Remanufacturing Strategies of a Brand Owner under OEM Mode

作　　者：夏佳玉 马祖军[1] XIA Jiayu;MA Zujun(Institute for Logistics and Emergency Management,School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China)

机构地区：[1]西南交通大学经济管理学院物流与应急管理研究所,四川成都61003

出　　处：《工业工程与管理》2021年第4期168-176,共9页Industrial Engineering and Management

基　　金：国家自然科学基金青年项目(71103149);教育部人文社会科学研究规划基金项目(16YJA630005);四川省社会科学研究规划重点项目(SC17A030)。

摘　　要：针对品牌厂商和其代工企业(original equipment manufacturer,OEM)构成的闭环供应链(closed-loop supply china,CLSC),考虑品牌厂商将新产品生产外包给OEM的前提下该采用何种再制造策略。基于Stackelberg博弈方法分别构建了外包再制造、授权再制造、OEM独立再制造三种模式下的CLSC决策模型,据此分析了消费者对三种模式下再制造产品存在偏好差异时品牌厂商和OEM的最优决策。研究表明:品牌厂商最好采用外包再制造模式,授权再制造模式次之,最不利的情形则是OEM独立再制造模式,而OEM的最佳选择却恰好相反。For a closed-loop supply chain(CLSC)consisting of a brand owner and its original equipment manufactorer(OEM),it was investigated which remanufacturing strategy should the brand owner adopt when it has outsourced its new products′ production to the OEM. Based on the Stackelberg game method,CLSC models were developed respectively under three remanufacturing modes,i.e.,outsourced remanufacturing,authorized remanufacturing and independent remanufacturing by the OEM. Then the optimal decisions of the two firms were analyzed given that consumers had different preferences for remanufactured products produced under the three modes.The results show that it is better for the brand manufacturer to adopt the outsourced remanufacturing mode,followed by the authorized remanufacturing mode, and the most adverse situation is the independent remanufacturing mode by the OEM;while the best choice for OEM is just the opposite.

关 键 词：再制造 品牌厂商 代工企业 外包 授权 

分 类 号：C931[经济管理—管理学]