考虑旧件质量差异的多周期闭环营销策略研究

Research on Multicycle Closed-loop Marketing Strategy Considering the Difference of Old Parts Quality

有效的再制造闭环营销策略能够更好地落实"以旧换再"政策,进而促进循环经济发展,然而闭环营销策略的有效性可能受到回收旧件质量的影响。在考虑回收旧件质量存在差异的前提下,研究了再制造过程中的多周期闭环营销策略。以多周期营销平台投入水平和合格旧件回收奖励金为决策变量,建立多周期闭环供应链营销决策模型,针对基于合格旧件回收量的再制品供需关系分解模型约束,给出最优策略的求解步骤及对应的解析解集合,通过与不考虑旧件质量差异的闭环供应链营销策略的对比,提出"以旧换再"补贴下的营销策略调整方案,并对我国汽车零部件市场展开算例分析。考虑旧件质量差异的多周期闭环营销策略能够提高系统利润,在"以旧换再"补贴政策下的优化调整机制也更加灵活。通过对中国汽车零部件市场的算例分析还发现,在营销平台投入与合格旧件回收奖励金的互补激励下,考虑旧件质量差异的闭环营销策略能够有效消除旧件回收量后期增速较低对再制品需求量增长的抑制作用,有助于加速实现再制品供需量的平衡,提升企业收益和社会效益。

An effective reproducing closed-loop marketing strategy can better implement the policy of “old for re-products” and thus boost the development of circular economy.However,the effectiveness of closed-loop marketing strategy may be affected by the quality of recycled old parts.Under the premise of considering the difference in the quality of recycled old parts,this paper has studied the multicycle closed-loop marketing strategy in the course of reproducing.Based on the multicycle marketing platform input level and qualified old parts recycling rewards as decision variables,a multi-period closed-loop supply chain marketing decision model is established,and the supply-demand relationship decomposition model constraint on the basis of the qualified old parts recycling quantity is given,as well as the solution steps of optimal strategy and the corresponding set of analytical solutions are worked out.Through comparing with the closed-loop supply chain marketing strategy without considering the difference in the quality of the old parts,the marketing strategy adjustment scheme,under the subsidy of “old for re-products”,is proposed,and the analysis of examples aiming at the auto parts market in China is carried out.The research indicates that the multicycle closed-loop marketing strategy that considers the difference in the quality of old parts can improve the system profit,and the optimization adjustment mechanism under the “old for re-products” subsidy policy is also more flexible.Through the analysis example of China's auto parts market,it is also found that under the complementary incentive of the marketing platform investment and the qualified old parts recycling incentives,the closed-loop marketing strategy that takes the difference in the quality of old parts into account can effectively eliminate the inhibiting effect that the late growth of the old parts exerts on the increase in demand for products.It will be of benefit to accelerating meet the balance between supply and demand of re-products and enhance enterprise income and social benefits.