再制造供应链“投保策略”运营模式研究:谁应来投“产品质量保险”?
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摘要
以汽车零部件制造业为研究背景,运用斯坦伯格博弈,探析了在制造和再制造双供应链寡头竞争中,采用为再制造品购买"产品质量保险"这一促销策略时,再制造供应链参与者"谁应来投保"的问题。依据集体生产者责任(CPR)理论,"投保策略"的实施模式可分为两种:(1)再制造商主导投保;(2)再制造品零售商主导投保。根据消费者行为研究,构造了反映投保策略的需求函数,并针对投保者不同,探究了两种投保模式的可取条件及其最优利润。研究表明:从整个再制造供应链效益来看,再制造商主导投保模式恒优于零售商主导投保模式;但若两种模式同时可取,再制造商及其零售商均会消极投保,以期谋求"搭便车"收益,此时再制造商可在一定范围内提高收益出让比率以促进零售商投保,否则再制造商应积极主导投保。
Against the background of auto parts manufacturing industry,two competitive supply chains with the production and marketing of new spare parts and remanufactured parts are constructed. The main purpose of this paper is to explore who should purchase "Product Quality Insurance"for remanufactured parts by using Stackelberg game model. According to the theory of CPR( collective producer responsibility),the purchasing insurance strategy can be divided into two modes for different dominants:( 1) the remanufacturer directly purchasing insurance mode( i. e. IM mode);( 2) the retailer agenting to purchase insurance mode( i. e. IR mode). According to relative researches of consumer behavior,the demand functions reflecting two different modes are constructed.Further,the application conditions and optimal economic benefits of IM mode and mode IM are respectively calculated. The results indicate the IM mode is always better than the IM mode. However,when the IM mode and themode are both reasonable,the remanufacturer and retailer will be negative to purchasing insurance for attempting to obtain "free rider"benefits. The effective coordination strategy is to make the remanufacturer raise profitsharing ratio to a certain extent to guarantee the implementation of IM mode,otherwise it adopts the IM mode.
Against the background of auto parts manufacturing industry,two competitive supply chains with the production and marketing of new spare parts and remanufactured parts are constructed. The main purpose of this paper is to explore who should purchase "Product Quality Insurance"for remanufactured parts by using Stackelberg game model. According to the theory of CPR( collective producer responsibility),the purchasing insurance strategy can be divided into two modes for different dominants:( 1) the remanufacturer directly purchasing insurance mode( i. e. IM mode);( 2) the retailer agenting to purchase insurance mode( i. e. IR mode). According to relative researches of consumer behavior,the demand functions reflecting two different modes are constructed.Further,the application conditions and optimal economic benefits of IM mode and mode IM are respectively calculated. The results indicate the IM mode is always better than the IM mode. However,when the IM mode and themode are both reasonable,the remanufacturer and retailer will be negative to purchasing insurance for attempting to obtain "free rider"benefits. The effective coordination strategy is to make the remanufacturer raise profitsharing ratio to a certain extent to guarantee the implementation of IM mode,otherwise it adopts the IM mode.
引文
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[16]牛水叶,李勇建.再制造供应链运营策略博弈[J].系统工程学报,2017,32(5):674-685.
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[20]郭亚军,赵礼强,李绍江.随机需求下闭环供应链协调的收入费用共享契约研究[J].运筹与管理,2007,16(6):15-20.
[21] Xiao T,Yang D,Shen H. Coordinating a supply chain with a quality assurance policy via a revenue-sharing contract[J]. International Journal of Production Research,2011,49(1):99-120.
[2] Lele M M,Karmarkar U S. Good product support is smart marketing[J]. Harvard Business Review,1983,61(6):124-132.
[3]何绍慰.产品质量保证保险改善产品质量的机制和条件——基于信息不对称条件下产品质量博弈的分析[J].河南大学学报:社会科学版,2013,53(1):28-33.
[4]刘子先,门峰.动态竞争环境下的产品保证管理最优控制策略研究[J].管理科学,2009(3):2-8.
[5]郝增亮.基于消费需求的产品保证策略与服务设计研究[D].天津大学博士论文,2012.
[6]刘旭.面向制造业产品保证管理模式与方法研究[D].天津大学硕士论文,2004.
[7]于俭,魏巧米,潘笑盈.制造企业的产品保证契约模型研究[J].杭州电子科技大学学报:社会科学版,2008(2):15-19.
[8]于俭,张晓珂.基于产品保证的再制造产品销售策略研究[J].杭州电子科技大学学报:社会科学版,2013(3):33-36.
[9]刘建伟.基于搭便车和产品保证的再制造闭环供应链决策研究[D].天津大学硕士论文,2014.
[10]曹立思.集成化汽车产品保证服务模式与运营方法研究[D].天津大学博士论文,2012.
[11]曹立思,郝剑虹,刘子先,王玉堃.产品保证策略研究现状与前景展望[J].管理评论,2015(3):133-141.
[12] Hotelling H. Stability in competition[M]. New York:Springer,1990.
[13] Sajeesh S,Raju J S. Positioning and pricing in a variety seeking market[J]. Management Science,2010,56(6):949-961.
[14] Wu C H. OEM product design in a price competition with remanufactured product[J]. Omega:International Journal of Management Science, 2013, 41(2):287-298.
[15]王萍萍.论我国产品质量保证保险的构建[D].山东大学硕士论文,2013.
[16]牛水叶,李勇建.再制造供应链运营策略博弈[J].系统工程学报,2017,32(5):674-685.
[17] Atasu A,Subramanian R. Extended producer responsibility for e-waste:individual or collective producer responsibility?[J]. Production and Operations Management,2012,21(6):1042-1059.
[18] Jacobs B W,Subramanian R. Sharing responsibility for product recovery across the supply chain[J]. Production and Operations Management, 2012, 21(1):85-100.
[19] Cachon G P,Lariviere M A. Supply chain coordination with revenue-sharing contracts:strengths and limitations[J]. Management Science,2005,51(1):30-44.
[20]郭亚军,赵礼强,李绍江.随机需求下闭环供应链协调的收入费用共享契约研究[J].运筹与管理,2007,16(6):15-20.
[21] Xiao T,Yang D,Shen H. Coordinating a supply chain with a quality assurance policy via a revenue-sharing contract[J]. International Journal of Production Research,2011,49(1):99-120.