考虑旧件质量差异的多周期闭环营销策略研究
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摘要
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.
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.
引文
(1)截至2018年12月,工信部已推出八批《再制造产品目录》,经过认定的再制造产品主要是汽车、各类工程机械、办公设备等门类产品的零部件,配合主产品销售。
(2)国家发展改革委:《国家发展改革委办公厅关于组织开展汽车零部件再制造试点工作的通知 (发改办环资[2008]523号)》,2008年3月6日,http://www.ndrc.gov.cn/rdzt/jsjyxsh/200803/t20080306_196528.html,2019年2月24日。
(3)王端霞:《浅析“闭环模式”在精准营销实践中的应用》,《哈尔滨学院学报》,2015年第2期,第63-66页。
(4)王丹峰、黄盛建:《新媒体环境下企业的市场营销策略》,《经营与管理》,2018年第2期,第136-138页。谢鼎新、尹召凯:《大数据时代网络媒体经营对策研究》,《编辑之友》,2014年第4期,第39-42页。
(5)王文宾、达庆利:《基于回收努力程度的逆向供应链激励机制设计》,《软科学》,2009年第2期,第125-129页。
(6)王秀艳、曲英、武春友:《基于回收宣传与回收努力下上下游联合回收微分博弈模型研究》,《软科学》,2016年第5期,第119-124页。
(7)张汉江、李聪颖、姚琴等:《闭环供应链上的最优回收激励契约与政府补贴再制造政策的最优化》,《系统工程》,2014年第8期,第74-79页。
(8)Jena S K,Sarmah S P,Sarin S,“Joint-advertising for Collection of Returned Products in a Closed-loop Supply Chain under Uncertain Environment”,Computers & Industrial Engineering,vol.113,no.11(2017.11),pp.305-322.
(9)易余胤、肖莉珺:《具强零售商和广告影响的闭环供应链模型》,《系统科学与数学》,2011年第11期,第1467-1477页。
(10)王玉燕:《基于产品生命周期理论的直销型闭环供应链的广告策略与定价策略》,《系统管理学报》,2014年第3期,第388-396页。
(11)谭建、王先甲:《闭环供应链广告协调机制研究》,《工业工程》,2015年第5期,第47-55页。
(12)Huang J,Leng M,Liang L,“Recent Developments in Dynamic Advertising Research”,European Journal of Operational Research,vol.220,no.3 (2012.08),pp.591-609.
(13)李琰、林欣怡、达庆利:《基于再制造的多周期闭环营销投入及定价策略》,《中国管理科学》,2018年第8期,第67-74页。
(14)Mitra S,Webster S,“Competition in Remanufacturing and the Effects of Government Subsidies”,International Journal of Production Economics,vol.111,no.2 (2008.02),pp.287-298.
(15)Aksen D,Aras N,Karaarslan A G,“Design and Analysis of Government Subsidized Collection Systems for Incentive-dependent Returns”,International Journal of Production Economics,vol.119,no.2 (2009.06),pp.308-327.
(16)王文宾、邓雯雯:《逆向供应链的政府奖惩机制与税收-补贴机制比较研究》,《中国管理科学》,2016年第4期,第102-110页。
(17)Ma W,Zhao Z,Ke H,“Dual-channel Closed-loop Supply Chain with Government Consumption-subsidy”,European Journal of Operational Research,vol.226,no.2 (2013.04),pp.221-227.
(18)国家发改委、财政部、工业和信息化部、商务部、国家质检总局:《关于印发再制造产品“以旧换再”试点实施方案的通知 (发改环资[2013]1303号)》,2013年8月27日,http://www.gov.cn/zwgk/2013-08/27/content_2474507.htm,2019年2月24日。
(19)李新然、吴义彪:《政府“以旧换再”补贴下的差别定价闭环供应链》,《系统工程理论与实践》,2015年第8期,第1983-1995页。
(20)夏西强、朱庆华、赵森林:《政府补贴下制造/再制造竞争机理研究》,《管理科学学报》,2017年第4期,第71-83页。
(21)Wang W,Wang Y,Mo D,Tseng M M,“Managing Component Reuse in Remanufacturing under Product Diffusion Dynamics”,International Journal of Production Economics,vol.183,no.1 (2017.01),pp.551-560.
(22)Van Loon P,Van Wassenhove L,“Assessing the Economic and Environmental Impact of Remanufacturing:A Decision Support Tool for OEM Suppliers”,International Journal of Production Research,vol.56,no.4 (2017.08),pp.1-13.
(23)Cole D,Mahapatra S,Webster S,“A Comparison of Buyback and Trade-in Policies to Acquire Used Products for Remanufacturing”,Journal of Business Logistics,vol.38,no.3 (2017.03),pp.217-232.
(24)Wei S,Tang O,Liu W,“Refund Policies for Cores with Quality Variation in OEM Remanufacturing”,International Journal of Production Economics,vol.170,no.12 (2015.12),pp.629-640.
(25)李琰、林欣怡、达庆利:《基于再制造的多周期闭环营销投入及定价策略》,《中国管理科学》,2018年第8期,第67-74页。
(26)王文宾、达庆利:《基于回收努力程度的逆向供应链激励机制设计》,《软科学》,2009年第2期,第125-129页。王秀艳、曲英、武春友:《基于回收宣传与回收努力下上下游联合回收微分博弈模型研究》,《软科学》,2016年第5期,第119-124页。Jena S K,Sarmah S P,Sarin S,“Joint-advertising for Collection of Returned Products in a Closed-loop Supply Chain under Uncertain Environment”,Computers & Industrial Engineering,vol.113,no.11(2017.11),pp.305-322.
(27)王玉燕:《基于产品生命周期理论的直销型闭环供应链的广告策略与定价策略》,《系统管理学报》,2014年第3期,第388-396页。
(28)图中可行域及模型最优解的可能取值仅为概念展示,实际值将随具体问题而调整(图中可行域ΩA为虚线部分区域,可行域ΩB为三角形O′i5 O′i1 O′i3区域)。
(29)中国产业信息网:《2018年中国报废汽车回收行业及再制造产业发展趋势分析》,2018年3月16日,https://www.chyxx.com/industry/201803/619798.html,2019年2月24日。
(2)国家发展改革委:《国家发展改革委办公厅关于组织开展汽车零部件再制造试点工作的通知 (发改办环资[2008]523号)》,2008年3月6日,http://www.ndrc.gov.cn/rdzt/jsjyxsh/200803/t20080306_196528.html,2019年2月24日。
(3)王端霞:《浅析“闭环模式”在精准营销实践中的应用》,《哈尔滨学院学报》,2015年第2期,第63-66页。
(4)王丹峰、黄盛建:《新媒体环境下企业的市场营销策略》,《经营与管理》,2018年第2期,第136-138页。谢鼎新、尹召凯:《大数据时代网络媒体经营对策研究》,《编辑之友》,2014年第4期,第39-42页。
(5)王文宾、达庆利:《基于回收努力程度的逆向供应链激励机制设计》,《软科学》,2009年第2期,第125-129页。
(6)王秀艳、曲英、武春友:《基于回收宣传与回收努力下上下游联合回收微分博弈模型研究》,《软科学》,2016年第5期,第119-124页。
(7)张汉江、李聪颖、姚琴等:《闭环供应链上的最优回收激励契约与政府补贴再制造政策的最优化》,《系统工程》,2014年第8期,第74-79页。
(8)Jena S K,Sarmah S P,Sarin S,“Joint-advertising for Collection of Returned Products in a Closed-loop Supply Chain under Uncertain Environment”,Computers & Industrial Engineering,vol.113,no.11(2017.11),pp.305-322.
(9)易余胤、肖莉珺:《具强零售商和广告影响的闭环供应链模型》,《系统科学与数学》,2011年第11期,第1467-1477页。
(10)王玉燕:《基于产品生命周期理论的直销型闭环供应链的广告策略与定价策略》,《系统管理学报》,2014年第3期,第388-396页。
(11)谭建、王先甲:《闭环供应链广告协调机制研究》,《工业工程》,2015年第5期,第47-55页。
(12)Huang J,Leng M,Liang L,“Recent Developments in Dynamic Advertising Research”,European Journal of Operational Research,vol.220,no.3 (2012.08),pp.591-609.
(13)李琰、林欣怡、达庆利:《基于再制造的多周期闭环营销投入及定价策略》,《中国管理科学》,2018年第8期,第67-74页。
(14)Mitra S,Webster S,“Competition in Remanufacturing and the Effects of Government Subsidies”,International Journal of Production Economics,vol.111,no.2 (2008.02),pp.287-298.
(15)Aksen D,Aras N,Karaarslan A G,“Design and Analysis of Government Subsidized Collection Systems for Incentive-dependent Returns”,International Journal of Production Economics,vol.119,no.2 (2009.06),pp.308-327.
(16)王文宾、邓雯雯:《逆向供应链的政府奖惩机制与税收-补贴机制比较研究》,《中国管理科学》,2016年第4期,第102-110页。
(17)Ma W,Zhao Z,Ke H,“Dual-channel Closed-loop Supply Chain with Government Consumption-subsidy”,European Journal of Operational Research,vol.226,no.2 (2013.04),pp.221-227.
(18)国家发改委、财政部、工业和信息化部、商务部、国家质检总局:《关于印发再制造产品“以旧换再”试点实施方案的通知 (发改环资[2013]1303号)》,2013年8月27日,http://www.gov.cn/zwgk/2013-08/27/content_2474507.htm,2019年2月24日。
(19)李新然、吴义彪:《政府“以旧换再”补贴下的差别定价闭环供应链》,《系统工程理论与实践》,2015年第8期,第1983-1995页。
(20)夏西强、朱庆华、赵森林:《政府补贴下制造/再制造竞争机理研究》,《管理科学学报》,2017年第4期,第71-83页。
(21)Wang W,Wang Y,Mo D,Tseng M M,“Managing Component Reuse in Remanufacturing under Product Diffusion Dynamics”,International Journal of Production Economics,vol.183,no.1 (2017.01),pp.551-560.
(22)Van Loon P,Van Wassenhove L,“Assessing the Economic and Environmental Impact of Remanufacturing:A Decision Support Tool for OEM Suppliers”,International Journal of Production Research,vol.56,no.4 (2017.08),pp.1-13.
(23)Cole D,Mahapatra S,Webster S,“A Comparison of Buyback and Trade-in Policies to Acquire Used Products for Remanufacturing”,Journal of Business Logistics,vol.38,no.3 (2017.03),pp.217-232.
(24)Wei S,Tang O,Liu W,“Refund Policies for Cores with Quality Variation in OEM Remanufacturing”,International Journal of Production Economics,vol.170,no.12 (2015.12),pp.629-640.
(25)李琰、林欣怡、达庆利:《基于再制造的多周期闭环营销投入及定价策略》,《中国管理科学》,2018年第8期,第67-74页。
(26)王文宾、达庆利:《基于回收努力程度的逆向供应链激励机制设计》,《软科学》,2009年第2期,第125-129页。王秀艳、曲英、武春友:《基于回收宣传与回收努力下上下游联合回收微分博弈模型研究》,《软科学》,2016年第5期,第119-124页。Jena S K,Sarmah S P,Sarin S,“Joint-advertising for Collection of Returned Products in a Closed-loop Supply Chain under Uncertain Environment”,Computers & Industrial Engineering,vol.113,no.11(2017.11),pp.305-322.
(27)王玉燕:《基于产品生命周期理论的直销型闭环供应链的广告策略与定价策略》,《系统管理学报》,2014年第3期,第388-396页。
(28)图中可行域及模型最优解的可能取值仅为概念展示,实际值将随具体问题而调整(图中可行域ΩA为虚线部分区域,可行域ΩB为三角形O′i5 O′i1 O′i3区域)。
(29)中国产业信息网:《2018年中国报废汽车回收行业及再制造产业发展趋势分析》,2018年3月16日,https://www.chyxx.com/industry/201803/619798.html,2019年2月24日。