考虑品牌优势的回收商生产模式研究:再制造或翻新

A Study on Recycler Production Modes Considering Brand Advantages: Remanufacturing or Refurbishing

研究品牌优势对回收商生产模式选择的影响机制,并基于三方博弈模型,运用KKT条件等方法分析不同品牌优势下,回收商选择再制造或翻新的决策条件和利益分配结果。结果表明,在品牌优势较低的情况下,回收商的生产模式选择会依赖回收成本。当回收成本较低时,全部翻新是回收商最优策略,但这会损害品牌制造商和品牌零售商的利益;当回收成本适中时,回收商倾向于部分翻新,此时品牌零售商可以从中获益,但品牌制造商会受到冲击;当回收成本较高时,回收商翻新威胁小,品牌制造商和品牌零售商都会默认接受这一结果。在品牌优势较高的情况下,回收商和品牌制造商有动机达成再制造协议,实现双方的共赢,但品牌零售商会极力反对这一协议。此外,合作再制造模式并不一定能带来更高的消费者剩余,在一定条件下,翻新竞争模式下消费者剩余可能会超过合作再制造模式下的水平。

This paper investigates the influence mechanism of brand advantages on the choice of production modes for recyclers.Based on a tripartite game model,the decision conditions and benefit distribution results of recyclers choosing between remanufacturing and refurbishing with different brand advantages are analyzed using methods such as KKT conditions.Results indicate that with a low brand advantage,the choice of production modes for recyclers depends on recycling cost:low recycling cost leads to full refurbishment as the optimal strategy for recyclers,but it harms the interests of brand manufacturers and brand retailers;moderate recycling cost results in partial refurbishment for recyclers,where brand retailers benefit,but brand manufacturers are impacted;high recycling cost reduces the refurbishment threat of recyclers,and both brand manufacturers and brand retailers accept this outcome by default.With a high brand advantage,recyclers and brand manufacturers are motivated to reach a remanufacturing agreement,achieving a win-win situation for both parties,while brand retailers oppose this agreement strongly.Moreover,cooperative remanufacturing mode may not necessarily lead to high consumer surplus.In certain circumstances,consumer surplus in the refurbishment competition mode may exceed that in the cooperative remanufacturing mode.