Abstract: E-commerce platform is the main means for enterprises to expand selling channels.As an important way to realize circular economy,remanufactured products are gradually brought into consumers'sight through e-commerce platforms.On this basis,the two-echelon supply chain composed of a manufacturer and an e-commerce platform was constructed and the decision of selling mode for remanufactured products based on Stackelberg game was investigated.By comparing the optimal decisions and the equilibrium outcomes under different selling modes of remanufactured products,the result showed that the manufacturing cost of new products and the commission rate of remanufactured products charged by e-commerce platform were two key factors when manufacturer chose the selling mode of remanufactured products.When the commission rate charged by the e-commerce platform for remanufactured products was moderate,selling remanufactured products through the agency mode could achieve a “win-win” situation for manufacturers and e-commerce platforms;when the manufacturing cost of new products was low and the commission rate charged by the e-commerce platform for remanufactured products was high,or when the manufacturing cost of new products was high and the commission rate charged by the e-commerce platform for remanufactured products was moderate,selling remanufactured products through the reselling mode could achieve a “win-win-win” situation for manufacturer,e-commerce platform and consumers.

Key words: remanufacturing, platform supply chain, selling modes, Stackelberg game

摘要： 电商平台是企业扩大销售渠道的重要手段,再制造作为循环经济的重要实现途径,其产品逐步通过电商平台映入消费者的视线。基于此,构建由制造商和电商平台组成的两级供应链,分别研究再制造产品通过转售和代理模式下制造商与电商平台的最优决策,比较分析不同再制造产品销售模式下的均衡结果。研究发现:新产品的制造成本和电商平台对再制造产品收取的佣金率是影响再制造产品销售模式选择的关键因素。当电商平台对再制造产品收取的佣金率居中时,再制造产品通过代理模式销售可实现制造商和电商平台共赢;当新产品的制造成本较低且电商平台对再制造产品收取的佣金率较高,或当新产品的制造成本较高且电商平台对再制造产品收取的佣金率居中时,再制造产品通过转售模式销售可实现制造商、电商平台和消费者三赢。研究结论为制造商进行再制造产品销售模式的决策以及平台供应链运营提供了有益的管理启示。

关键词: 再制造, 平台供应链, 销售模式, Stackelberg博弈