供应链部分整合对再制造产品渠道策略的影响分析  

The role of partial vertical integration in supply chain on sales channel strategy of remanufactured products

作　　者：易余胤[1] 周婷婷 YI Yuyin;ZHOU Tingting(School of Management,Jinan University,Guangzhou 510632,China)

机构地区：[1]暨南大学管理学院,广东广州510632

出　　处：《管理工程学报》2024年第4期209-221,共13页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金项目(71571086);广东省自然科学基金项目(2021A1515012002)。

摘　　要：再制造的研究主要聚焦于集中和分散的供应链,但在现实商业实践中部分整合的供应链十分常见。本文分别在无供应链整合、供应链部分前向整合(PFI)和供应链部分后向整合(PBI)三种情况下探讨了再制造产品的销售渠道策略选择问题。研究发现,在无供应链整合和PFI下,直销再制造产品对于制造商而言总是占优策略,但不利于零售商,因而造成制造商赢零售商输(win-lose)的局面。在PBI下,直销再制造产品并不一定是制造商的占优策略,此时根据零售商持有股份的大小可能会出现制造商赢零售商输、双赢、制造商输零售商赢三种结果。当制造商直销再制造产品时,相较于无整合情形,在一定条件下PFI可以形成制造商赢零售商赢(win-win)的双赢局面,而PBI总是造成制造商输零售商赢(lose-win)的局面。从对环境的影响来看,由制造商直销再制造产品比零售商销售更环保,而此时不进行供应链部分整合是最环保的。With the intensification of environmental pollution and resource shortage,plenty of enterprises embark on their remanufacturing business,such as Mercedes,Audi,Dell,and so on.Although those enterprises can make profit from remanufactured business,the sales of remanufactured products may get them into trouble.In practice,some of the manufacturers like Caterpillar sell remanufactured products through an independent retailer,while some manufacturers,represented by Apple Inc.,prefer their own direct channel.When manufacturers decide to deploy their plans to sell remanufactured products,the question of which sale channel suits them most,as well as whether it can be capable enough to strengthen the cooperating relationships among supply chain members naturally comes to their mind.In many business practices,the upstream and downstream of the supply chain is no longer a simple supply and marketing relationship,and probably has a shareholding relationship,known as the partial integration of the supply chain.If the upstream enterprise owns partial shareholding of the downstream enterprise,it is called the partial forward integration(PFI)of the supply chain.If the downstream enterprise owns partial shareholding of the upstream enterprise,it is called the partial backward integration(PBI)of the supply chain.So,after envisaging those cases,we start to wonder whether the manufacturer′s decision on the selection of sale channel of remanufactured products changes under PFI and PBI?In order to solve the above problems,we focus on a supply chain consisting of a manufacturer with his own channel and distribution channel respectively,and study the optimal channel strategies for remanufactured products in the case of no partial integration,PFI and PBI.Firstly,based on the consumer utility theory,we construct a differentiated pricing model for new and remanufactured products,after which two supply chain channel models(Model M and model R)are developed respectively in the case of no partial integration,PFI and PBI.Secondly,by comparin

关 键 词：再制造 供应链部分整合 直销渠道 分销渠道 

分 类 号：F273[经济管理—企业管理]