不同市场领导下竞争型再制造供应链质量决策研究

Research on the Quality Decision on the Competitive Remanufacturing Supply Chain Under Different Market Leader

研究了新产品质量影响再制品成本下OEM的质量决策对竞争型再制造供应链的影响。在推导价格和需求函数的基础上建立并求解了三种领导结构下的价格博弈和数量博弈模型,并用比较分析和数值仿真对结果进行了分析。研究表明:再制品活动成本价值比例越高,OEM制定的产品均衡质量水平越高。价格博弈下,"经济"产品制造商主导的供应链更有利于产品质量和价格的提升,数量博弈下某产品制造商主导的供应链更有利于提高该产品数量;再制造效率越高对IR越有利,对OEM和价格博弈下的供应链越不利;价格博弈下决策者具有"后动优势",数量博弈下则变为"先动优势"。

In recent years, the problems of environmental damage and waste of recourses have become more serious with rapid economic development. Remanufacturing supply chain emerges as a result of urgent concern of governments. In many countries, remanufacturing activities are launched by independent remanufacturers（IR）. It enhances social effect and brings great threats to original equipment manufacturers （OEM）, which have to compete with IR in a variety of ways to protect its own economic benefits. Previously, many related studies have investigated the competition between OEM and IR from different perspectives, such as product price, quantity, profit and social benefits. As we all know, product quality is the key weapon to build the core competence of corporations. The decision made by OEM, however, plays a significant degree of uncertainty in remanufacturing supply chains. It is because the improved quality of new products brought by OEM can enhance that of remanufaetured product, therefore sharpening the competitive edge of IR. Besides, the development of new products＇ quality is ot^en accompanied by the increased unit price of new products and remanufactured products. On the other hand, OEM＇s dominance in product pricing is challenged by IR＇s increased financial strength in recent years. All these factors would have significant impact on quality decision in remanufacturing supply chains. However, no study has resesrched these important factors. This study discussed in detail how OEM and IR decide product quality to respond to different market dominants when they have price and quantity competition. Firstly, the demand funetiun between new and remanufactured product has been derived from the perspective of quality factor based on consumer utility theory. Secondly, six quality decision models were developed under quality and quantity competition in three market dominant structures, respectively. Following that, equilibrium quality, price of new and remanufactured products, quantity demand of new and remanufactured products, and profits were expressed as specific formulas using the game theory. Fttrthermore, this paper also compared and analyzed different product qualities and prices that customers are concerned about under different market structures. This study particularly studied the preferences of OEM, IR and supply chain towards different market dominant structures. This study shows that the increase of cost-to-value ratio would develop the equilibrium quality in all models. The supply chain dominated by the manufacturer of ＂Economic＂ product has the advantages of improving the quality and price of products in price competition while the chain dominated by certain manufacturers can help increase product quantity. Besides, efficient remanufacturing activities will favor IR rather then OEM and the whole supply chain. The members have ＂the late-mover advantages＂ in price competition while ＇~he first-mover advantage＂ is obvious in the quantity eompetitinn. In general, this paper discusses how to decide product quality in remanufaeturing supply chain for different market structures. The conclusion of this paper offers useful suggestions to enhance the competitiveness of both OEM and IR by making good use of product quality.