基于消费者行为的再制造闭环供应链合作机制研究

Remanufacturing is the most effective way to reuse resources. However, brand manufacturers in the field of consumer goods generally have no capability to engage in remanufacturing independently. Thus, in order to deliver the national strategy of green development, we must push the collaboration between brand manufacturers and independent remanufacturers. Meanwhile, individual consumer behavior is extremely complicated in the field of consumer goods. This project at first aims to conduct behavioral experiments and reveal the difference on customers’ willingness-to-pay for the remanufactured product between collaborative mechanisms, demonstrating the impacts of brand manufacturers’ engagement and the government’s behavior. Secondly, this project will consider the characteristics of consumer behavior and identify the best long-term collaborative mechanism by comparing brand manufacturers’ and remanufacturers’ pricing/quantity decisions in the cases of licensing, outsourcing, and competing. Thirdly, this project will further consider the asymmetric information about customers’ willingness-to-pay in different cases, examine the possibility of voluntary information sharing in the closed-loop supply chain, and design some coordination contracts to facilitate information sharing. Lastly, in order to balance the economic performance and the environmental performance, this project will explore the best collaborative mechanism from the perspectives of the government, optimizing the related policies. In conclusion, this project will provide new managerial insights for brand manufacturers without remanufacturing capabilities, and offer useful suggestions to accelerate the development of the remanufacturing business.

再制造是最高效的资源循环利用方式。但是，消费品领域的品牌厂商往往不具备独立开展再制造的能力。推动品牌厂商和再制造商的合作对于实现“绿色发展”国家战略意义重大。在消费品领域，个体消费者的行为复杂多变。本项目拟首先采用行为实验的方法揭示不同合作机制下消费者对再制造品支付意愿的差异，分析品牌厂商参与度以及政府行为对支付意愿的影响；其次，考虑消费者的行为特征，在授权模式、外包模式以及不合作情形下，对比分析品牌厂商和再制造商的最优价格、产量决策等，探讨最优的长期合作机制；再次，进一步考虑不同合作机制下消费者支付意愿信息的不对称性，研究闭环供应链中自愿信息分享的可能性，设计协调合同促使信息分享；最后，以平衡闭环供应链经济绩效和环境绩效为目标，提出政府视角下的最优合作机制，优化政策保障措施。本项目能够为缺乏再制造能力的品牌厂商合作开展再制造提供新的管理启示，为推动再制造产业发展的政策细化提供理论参考。

再制造是最高效的资源循环利用方式。但是，消费品领域的品牌厂商往往不具备独立开展再制造的能力。推动品牌厂商和再制造商的合作对于实现“绿色发展”国家战略意义重大。本项目实现了预期了研究目标，建立了中国情景下无再制造能力的品牌厂商参与并管理再制造闭环供应链的理论模型，提出优化相关企业决策和政府政策的具体建议。在品牌厂商与再制造商竞争以及再制造闭环供应链合作的框架内，本项目主要研究了如下内容：第一，品牌厂商与再制造商之间的信息分享策略。第二，再制造闭环供应链中的再制造过程创新策略。第三，第三方再制造竞争对于传统正向供应链的影响。第四，供应链竞争对于逆向回收渠道设计的影响。第五，制造商与第三方再制造商共存的闭环供应链中供应商的定价策略。本项目的上述研究从不同角度全面深入分析了品牌厂商和再制造商的竞争策略以及闭环供应链合作机制，构建了品牌厂商与再制造商互利合作的理论基础和运作策略，并且从政府视角提出来若干政策建议，能够为相关企业和有关部门的科学决策提供参考。受项目资助，相关研究成果在高水平国际学术期刊发表论文7篇，其中ABS4星期刊EJOR论文3篇，ABS3星期刊IJPR论文2篇、JORS论文1篇，ABS2星期刊JCP论文1篇。所有相关研究成果全部以项目负责人作为通讯作者发表。