英语原文共 27 页，剩余内容已隐藏，支付完成后下载完整资料
Author(s): Ze-Bin Wang 1 bull; Yao-Yu Wang 1 bull; Jian-Cai Wang 2
Optimal distribution channel strategy for new and remanufactured products
Article in Electron Commer Res (2016) 16:269–295
新产品和再制造产品的最佳分销渠道策略
Abstract The market for remanufactured products is large and growing rapidly, accelerated by the widespread popularity of internet sales and online auctions. Whereas extant remanufacturing research focuses primarily on such operations management issues in collecting of end-of-life products, remanufacturing technologies, production planning, and inventory control, we consider an operations-marketing interaction issue by identifying the optimal channel structures for marketing new and remanufactured products. Specifically, based on observations from current practice, we consider three channel strategies a dominant manufacturer can adopt: (1) marketing both new and remanufactured products through an independent retailer; (2) marketing the remanufactured products through the independent retailer, while controlling the new product sales by using its own online channel; (3)marketing the remanufactured products through the manufacturer-owned online channel, while selling new products through the independent retailer. Our results show that the manufacturer prefers to differentiate new and remanufactured products by opening a direct online channel, no matter how the system parameters change. However, which type of products (new or remanufactured) the manufacturer should sell through the online channel depends on the cost saving from remanufacturing, the customerrsquo;s acceptance of remanufactured products and the online inconvenience cost. Furthermore, this paper shows that, compared with channel strategy I where the manufacturer sells both new and remanufactured products through an independent retailer, this dual channel strategy benefits the end consumers, but might do harm to the retailer and the total supply chain in some situations.
摘要：由于互联网销售和网上购物的广泛普及，再造产品市场规模庞大且增长迅速。尽管现有的再制造研究主要集中在收集生命末期产品、再制造技术、生产计划和库存控制等方面的运营管理问题，我们认为通过确定最佳的渠道结构来营销新产品和再制造产品，可以考虑运营管理问题。具体地说，基于当前实践的观察，我们提出了主要的制造商可以采用的三种渠道策略：（1）通过独立的零售商销售新产品和再制造产品；（2）通过独立零售商销售再造产品，同时利用自己的在线渠道控制新产品的销售；（3）通过制造商拥有的在线渠道销售再制造产品，同时通过独立零售商销售新产品。我们的研究结果表明，无论系统参数如何变化，制造商都倾向于通过打开直接在线渠道来区分新产品和再制造产品。然而，制造商应该通过在线渠道销售的产品(新产品或再造品)依赖于再制造的成本节约，消费者对再造品的接受程度以及网上的不方便成本。此外，本文还指出，与通过独立零售商销售新产品和再造产品的渠道策略相比，这种双渠道策略有利于终端消费者，但在某些情况下可能会对零售商和整个供应链造成伤害。
Keywords ：E-Commerce, Supply chain management, Distribution channel structure, Remanufacturing, Game theory
关键词：电子商务、供应链管理、分销渠道结构、再制造、博弈论
1 Introduction
1引言
Nowadays, with the popularization of electronic commerce, more and more consumers prefer to purchase products online. According to Forrester Research (March 2012), the total e-commerce sales of Europe in 2011 has reached over pound;82 billion, and the online shoppers are growing at the rate of 12 %, which will result in pound;146 billion transaction values of online shopping by the year 2016. The advent of e-commerce has prompted many manufacturers that previously sold their products indirectly through third-party retailers to establish online channels to sell products to the consumers directly. Some well-known examples are Compaq, Hewlett–Packard, IBM, Eastman Kodak, Nike, Mattel, and Apple, among others[31, 39, 41].
如今，随着电子商务的普及，越来越多的消费者喜欢在网上购买商品。根据福雷斯特研究公司 (2012年3月)的数据，2011年欧洲电子商务销售总额达到820亿美元，在线购物者的增长速度为12%，到2016年将达到1460亿美元的在线购物交易额。电子商务的出现促使许多制造商通过第三方零售商间接销售自己的产品，建立在线渠道，直接向消费者销售产品。一些著名的例子包括康柏、惠普、IBM、伊士曼柯达、耐克、美泰和苹果等[31, 39, 41]。
Besides, due to rapid innovation and development in science and technology as well as customer behavior in pursuing latest style, the life cycle of many products becomes shorter and shorter, especially for those technology-based products. This trend yields a large number of waste products. If these waste products are not handled well, they will generate the environmental pollution issues and waste lots of resources. Therefore, remanufacturing activities are becoming more and more prevalent in many industries, especially in those international well-known companies such as Apple, Canon, HP, Lenovo and Panasonic [50]. Recent estimates for remanufactured product sales exceed $100 billion per year with consumer markets representing approximately $10 billion worth of sales per year [19]. On the one hand, the government devotes a lot of effort to encouraging enterprises to engage in collecting and remanufacturing. For example, the State Council of China issued lsquo;lsquo;several opinions on speeding up the development of recycling economyrsquo;rsquo; in 2005 and clearly supported the development of remanufacturing [40]. On the other hand, it might be profitable for a firm to engage in remanufacturing, because remanufacturing saves not only a lot of raw materials but also much of energy compared with producing new products [20, 50]. Although research studies on the remanufacturing supply chains have increased noticeably in the past two decades, much of the literature focuses primarily on collecting of end-of-life products, remanufacturing technologies, production planning and inventory control (see, e.g., [14, 17, 37], among many others). To the best of our knowledge, there is little literature addressing the problem of choosing appropriate channel structures for marketing new and remanufactured products.
此外，由于科技的快速创新和发展，以及追求最新款式的客户行为，许多产品的生命周期变得越来越短，尤其是那些以技术为基础的产品。这种趋势产生了大量的废物。如果这些废物处理不好，就会产生环境污染问题，浪费大量资源。因此，再制造活动在许多行业变得越来越普遍，尤其是在苹果、佳能、惠普、联想和松下等国际知名公司[50]。最近对再制造产品销售额的估计每年超过1000亿美元，而消费市场每年的销售额约为100亿美元[19]。一方面，政府致力于鼓励企业从事回收和再制造。例如，2005年，中国国务院发表了《关于加快发展循环经济的若干意见》，明确支持再制造的发展[40]。另一方面，对于一家公司来说，从事再制造可能是有利可图的，因为再制造不仅节省了大量的原材料，而且与生产新产品相比也节省了大量的能源[20,50]。尽管在过去20年里，关于再制造供应链的研究已经显著增加，但大部分文献主要集中在收集最终产品、再制造技术、生产计划和库存控制(例如，[14,17,37]等)。就我们所知，很少有文献探讨选择合适的渠道结构来销售新产品和再造产品的问题。
Traditionally, the manufacturer sells both new and remanufactured products through independent retailers. However, t
全文共80172字，剩余内容已隐藏，支付完成后下载完整资料
资料编号：[10173]，资料为PDF文档或Word文档，PDF文档可免费转换为Word
以上是毕业论文外文翻译，课题毕业论文、任务书、文献综述、开题报告、程序设计、图纸设计等资料可联系客服协助查找。
