需求信息分享对品牌商再制造产品销售模式的影响  

Impact of Demand Information Sharing on Sales Mode of Remanufacturing

作　　者：张宗明[1] 任昭文 石纯来 ZHANG Zongming;REN Zhaowen;SHI Chunlai(School of Economics and Management,Xidian University,Xi'an 710126)

机构地区：[1]西安电子科技大学经济与管理学院,西安710126

出　　处：《系统科学与数学》2023年第7期1770-1787,共18页Journal of Systems Science and Mathematical Sciences

基　　金：国家自然科学基金(71502132,71771184,72201202);中国博士后科学基金面上项目(2018M631126);陕西省博士后科研项目(30102200010);教育部人文青年项目(22YJC630116);陕西省社科基金项目(2022R007);陕西省自然科学基础研究计划(2022JQ-744)资助课题。

摘　　要：在绿色经济快速发展的当今,品牌商将新产品生产以及旧产品再制造业务均外包给合同制造商的同时,其可能既销售新产品,也销售再制造产品,即外包模式;或仅销售新产品,授权合同制造商销售再制造产品,即授权模式.另外,相较于合同制造商,品牌商往往拥有更多的市场数据,从而可以更好地预测市场需求.基于此,文章在分析品牌商是否与合同制造商分享需求信息的基础上,探究品牌商是否授权合同制造商销售再制造产品,即品牌商倾向于外包模式还是授权模式.研究发现:1)若品牌商市场需求信息预测的精准度较低但合同制造商的销售成本较高,品牌商倾向于外包模式;否则,品牌商偏好授权模式;2)授权模式下合同制造商的期望利润总是低于外包模式.此外,当合同制造商的销售成本较低且品牌商对市场需求预测的精准度较高时,品牌商给予合同制造商适当的转移支付,能够促使合同制造商销售再制造产品,接受授权模式.In the remanufacturing supply chain,brand owners may choose to cooperate with contract manufacturers(i.e.,CM) through outsourcing mode or authorization mode.For example,apple not only outsources both new product manufacturing and used one remanufacturing activities to Foxconn,but also allows Foxconn to resell remanufactured ones in the market in China,i.e.,authorization mode.However,in USA,Apple still sells both new products and remanufactured ones in the market,namely,outsourcing mode.Motivated by these observations,traditional wisdoms try to answer the questions why the brand owners have different choices under information symmetry.In practice,the brand owner has advantages over the CM in market information due to nearness to the customers.To bridge the gap between the previous studies and the practice,we study brand owners' choice in remanufactured one sale modes under information asymmetry through the game-theoretic model.We find that:1) The brand owners have no incentives to share market information with the CM.2) Whether the brand owners' preference on authorization or outsourcing mode depends on CM's sale cost and accuracy of information forecast under information asymmetry.To be special,(ⅰ) the brand owner prefers the outsourcing mode with low market prediction accuracy and high contract manufacturer's sales cost.Otherwise,the brand owner switches to the authorization mode.(ⅱ) The expected profit of the contract manufacturer is always higher in the outsourcing mode.In addition,the brand owner and contract manufacturer will select the same sales mode when the brand's market forecasting ability and contract manufacturer's sales ability are both low.

关 键 词：信息不对称 再制造供应链 外包模式 授权模式 

分 类 号：F273.2[经济管理—企业管理] F274[经济管理—国民经济]