颜读（38）《供应链渠道模式与运营决策》回收-再销售与渠道模式

摘要：Today, the editor will introduce Chapter 4: Platform Supply Chain's Recycling-Resale Strategy and Channel Mode Selection (2) to Ch

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“颜读（38）：精读博士论文《选择增值服务下平台供应链渠道模式选择与运营决策》第4章平台供应链回收-再销售策略与渠道模式选择（2）”

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"Yan Du (38): Intensive Reading: the Doctoral Dissertation Channel Mode Selection and Operational Decision-Making in Platform Supply Chains under the Selection of Value-Added Services Chapter 4: Platform Supply Chain's Recycling-Resale Strategy and Channel Mode Selection (2)"

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今天小编将从思维导图、精读内容、知识补充三个板块为大家带来《选择增值服务下平台供应链渠道模式选择与运营决策》第4章平台供应链回收-再销售策略与渠道模式选择（2）的介绍。

Today, the editor will introduce Chapter 4: Platform Supply Chain's Recycling-Resale Strategy and Channel Mode Selection (2) to Channel Mode Selection and Operational Decision-Making in Platform Supply Chains under the Option of Value-Added Services from three sections: mind mapping, in-depth content reading, and supplementary knowledge.

一、思维导图（Mind Mapping）

二、精读内容（Conduct in-depth reading of the material）

（1）均衡结果分析（Balanced result analysis）

1．均衡解分析（Equilibrium solution analysis）

比较转售模式与寄售模式下的销量和零售价，得到以下推论：在完全回收-再销售策略中，当新产品单位成本较低时，转售模式下销量和价格均低于寄售模式；当新产品单位成本较高时，转售模式下销量和价格均高于寄售模式。在部分回收-再销售策略中，不同成本区间下，两模式的销量、价格优劣会发生交替。在无回收-再销售策略中，当成本较低时，寄售模式销量、价格较高；当成本较高时，转售模式销量、价格较高。

By comparing the sales volume and retail price under the resale model and the consignment model, the following conclusions can be drawn: In the complete recovery-resale strategy, when the unit cost of the new product is low, both sales volume and price under the resale model are lower than those under the consignment model; when the unit cost of the new product is high, both sales volume and price under the resale model are higher than those under the consignment model. In the partial recovery-resale strategy, the advantages and disadvantages of sales volume and price between the two models will alternate across different cost ranges. In the no recovery-resale strategy, when the cost is low, the consignment model has a higher sales volume and price; when the cost is high, the resale model has a higher sales volume and price.

2．回收-再销售策略动态性分析（Dynamic Analysis of Recycling and Resale Strategy）

在转售和寄售两种模式下，回收-再销售策略的动态性关系取决于佣金以及新产品和二手产品的成本。

In both the resale and consignment modes, the dynamic relationship of the recycling-resale strategy depends on the commission and the costs of new and second-hand products.

3．敏感性分析（Sensitivity Analysis）

命题4.4揭示了产品单位成本如何影响平台供应链个体利润，二手产品的平均质量如何影响供应链个体利润，回收比例只在完全回收-再销售策略时才会对供应链成员利润产生影响，佣金大小对供应链个体利润的影响关系。另外电商平台总是能够从回收二手产品中获利，且回收和销售的数量越多获利越大；而电商平台回收和销售二手产品对供应商的利润影响取决于供应商选择何种销售渠道模式。

Proposition 4.4 reveals how the unit cost of products affects the individual profits of platform supply chain members, how the average quality of second-hand products affects these profits, that the recycling rate only impacts the profits of supply chain members under a complete recycling-reselling strategy, and the relationship between the size of commissions and individual profits in the supply chain. Additionally, e-commerce platforms can always profit from recycling second-hand products, with greater recycling and sales quantities leading to higher profits; however, the impact of recycling and selling second-hand products on supplier profits depends on the sales channel model chosen by the suppliers.

（2）最优渠道模式选择（Optimal channel model selection）

1．供应商新产品渠道模式选择（Supplier new product channel model selection）

新产品和二手产品的单位成本是影响供应商销售渠道模式选择的关键因素，且影响关系相反。当二手产品平均质量较高或/和单位成本相对较低，电商平台将会回收并销售更多的二手产品。而当二手产品平均质量较高或/和新产品的单位成本相对较高，供应商将会选择转售模式。这一现象表明，当供应商在新产品市场上选择转售模式并且电商平台开设二手市场时，对应的新产品市场和二手市场联系更紧密。

The unit cost of new products and used products is a key factor influencing the choice of sales channel models by suppliers, and their relationship is opposite. When the average quality of used products is relatively high and/or the unit cost is relatively low, e-commerce platforms will recover and sell more used products. However, when the average quality of used products is high and/or the unit cost of new products is relatively high, suppliers will choose the resale model. This phenomenon indicates that when suppliers choose a resale model in the new product market and e-commerce platforms establish a used market, the corresponding new product and used markets are more closely linked.

2．成本依赖质量的二手产品对渠道模式选择的影响（The impact of cost-dependent quality second-hand products on channel model selection）

本节延伸考虑电商平台回收的二手产品单位成本与其质量高度相关。当新产品单位成本与二手产品平均质量之比越高，电商平台愿意回收并销售更多的二手产品。在转售模式下，如果新产品成本较低，电商平台无意愿回收二手产品；当新产品成本高时，才会有动机回收并销售二手产品。

This section extends to consider that the unit cost of second-hand products recycled on e-commerce platforms is highly related to their quality. When the ratio of the unit cost of new products to the average quality of second-hand products is high, the e-commerce platform is willing to recycle and sell more second-hand products. In the resale model, if the cost of new products is low, the e-commerce platform has no intention of recycling second-hand products; only when the cost of new products is high will there be motivation to recycle and sell second-hand products.

三、知识补充（Supplementary knowledge）

合作博弈论是博弈论的一个重要分支，核心在于：玩家可以结成联盟；强调联盟形成后的收益分配问题，而不仅仅是竞争。其核心要素有：合作联盟、特征函数、收益分配规则。合作联盟是玩家组成的集合，如供应商和电商平台组成一个联盟。定义联盟能获得的最大收益，其中是联盟。收益分配规则的常见方法有基于边际贡献分配的“Shapley值”、要求分配结果稳定，没人愿意退出联盟的“核心”、在冲突最小化原则下分配的“核仁”。

Cooperative game theory is an important branch of game theory, focusing on: players can form coalitions; emphasizing the distribution of benefits after the formation of coalitions, rather than merely competition. Its core elements include: Cooperative coalitions, characteristic functions, and benefit distribution rules. Cooperative coalitions are collections formed by players, such as a coalition of suppliers and e-commerce platforms. The maximum benefit that a coalition can obtain is defined as , where is the coalition. Common methods for benefit distribution rules include 'Shapley value', which is based on marginal contribution distribution, 'core', which requires stable distribution outcomes where no one wants to exit the coalition, and 'nucleolus', which distributes according to the principle of minimizing conflicts.

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翻译：Google翻译

参考资料：ChatGPT