Abstract: To explore the types of selling mode and recycling mode the manufacturer should adopt when facing an online platform,the closed-loop supply chain models with different selling modes ( reselling or agency selling) and different recycling modes (delegated-recycling or agency recycling) were constructed by using the game theory.The results showed that the choice of the optimal selling/recycling mode of the manufacturer was influenced by the corresponding commission rate that the online platform charged.Specifically,when the selling/recycling commission rate was sufficiently low,the agency selling/recycling mode was the preferred choice for the manufacturer,otherwise,it would rather choose the traditional reselling/delegated-recycling mode.Under the case that the agency selling mode or the agency recycling mode was chosen by the manufacturer,as the corresponding commission rate increased,the profit of the online platform was first increased and then decreased,and when the commission rate was less than a threshold value,the agency selling mode or the agency recycling mode was detrimental to the online platform.Moreover,when both the selling and recycling commission rates were at an ideal moderate level,the manufacturer chooses the agency selling and recycling mode could improve the profit levels of its own and the online platform,and achieved a win-win outcome.

Key words: Internet plus, online platform, online selling, online recycling, closed-loop supply chain

摘要： 为了探讨制造商基于网络平台应采用何种销售与回收模式,运用博弈论构建了不同销售模式（分销或代销）和不同回收模式（委托回收或代收）组合下的闭环供应链模型。结果表明:网络平台向制造商收取的销售/回收佣金费率的大小是影响制造商最优销售/回收模式选择的关键;当销售/回收佣金费率较低时,制造商更愿意选择代销/代收模式,否则其会转向传统分销/委托回收模式;当制造商选择代销或代收模式时,网络平台利润随佣金费率的递增表现为先增后减,且当佣金费率低于一定程度时,代销或代收模式对网络平台不利;当销售和回收佣金费率都处于一个理想的适中水平时,制造商选择代销和代收模式可以同时提升其与网络平台的利润水平,实现双赢。

关键词: 互联网+, 网络平台, 网络销售, 网络回收, 闭环供应链