Abstract: n business practice,manufacturers can choose direct selling channel or distribute channel to sell remanufactured products,but the problem of which channel is better has not been solved.In this paper,six supply chain game models were constructed and analyzed under three power structures:manufacturer-dominated,retailer-dominated and vertical Nash,to explore the optimal sales channel strategy of remanufactured products and analyze its impact on the environment.The study result showed that:①retailers were not always willing to sell remanufactured products regardless of the power structure,which was largely related to the cost of remanufactured products;②it was always better for manufacturers to sell remanufactured products by direct channel,but retailers might resist because of the loss of interests,which was related to the power structure of supply chain,the sales cost of remanufactured products and consumers' acceptance of remanufactured products;③affected by consumers' acceptance of remanufactured products,manufacturers' own profit under the manufacturer-dominated structure was not always the highest,while retailers' dominance might achieve a win-win situation in the upstream and downstream of the supply chain;④in terms of the impact on the environment,the direct selling channel was more eco-friendly in the case of vertical Nash,while in the case of manufacturer-dominated or retailer-dominated,whether direct selling was more eco-friendly or not was related to the sales cost of remanufactured products.

Key words: sales channel, remanufacturing, power structures, game theory

摘要： 在商业实践中,制造商可以选择直销或分销再制造品,但何种渠道更优的问题尚未解决。在制造商主导、零售商主导和权力均衡3种权力结构下构建并分析了6个供应链博弈模型,试图探讨不同情境下的再制造产品最优销售渠道策略,并分析其对环境的影响。研究结果表明:①无论在何种权力结构下,零售商并不总是愿意销售再制造品,这与再制造产品的销售成本有关;②制造商选择直销再制造品总是更优的,但零售商可能会因为利益受损而抵制制造商的直销行为,这与供应链的权力结构、再制造品的销售成本和消费者对再制造产品的接受度相关;③受消费者对再制造产品的接受程度的影响,制造商主导下的自身利润并不总是最高的,而零售商主导则可能实现供应链上下游的双赢;④从对环境的影响来看,在权力均衡情形下,直销模式更环保,而在制造商或零售商主导的情形下,直销模式是否更环保与再制造产品的销售成本有关。

关键词: 销售渠道, 再制造, 权力结构, 博弈论