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Distribution channel and licensing strategy choice considering consumer online reviews in a closed-loop supply chain
Transportation Research Part E: Logistics and Transportation Review ( IF 10.6 ) Pub Date : 2021-05-10 , DOI: 10.1016/j.tre.2021.102338
Haike Qiao , Qin Su

This research builds two-period game models to address the choice issues of the Original Equipment Manufacturer (OEM)’s licensing strategy and the Independent Remanufacturer (IR)’s distribution channel, considering consumer online reviews in a closed-loop supply chain. In both periods, the OEM sells new products by the direct distribution channel. In period 2, the OEM determines the licensing strategy (the fixed or royalty fee) to authourize the IR to remanufacture, and then the IR chooses the distribution channel (direct or indirect) for remanufactured products. Interestingly, our results show that the IR prefers the direct channel when the remanufacturing cost is smaller. And the obtained willingness-to-pay (WTP) from consumer online reviews has a positive impact on the threshold value of the remanufacturing cost. Moreover, we find that the OEM’s licensing strategy choice depends on the sizes of the fixed licensing fee and the obtained WTP. The OEM will choose the royalty licensing strategy to the IR who has chosen the direct channel, when the fixed fee and the obtained WTP are smaller. Finally, we find the optimal royalty fee, numerically examine the impact of the interaction among these factors on consumer surplus and social welfare, and relax the basic assumption to show the robustness of our model.



中文翻译:

考虑闭环供应链中消费者在线评论的分销渠道和许可策略选择

这项研究建立了两个周期的游戏模型,以解决原始设备制造商(OEM)的许可策略和独立再制造商(IR)的分销渠道的选择问题,同时考虑了闭环供应链中的消费者在线评论。在两个时期中,OEM均通过直接分销渠道销售新产品。在阶段2中,OEM确定许可策略(固定费用或特许权使用费)以授权IR再制造,然后IR选择再制造产品的分销渠道(直接或间接)。有趣的是,我们的结果表明,当再制造成本较小时,IR倾向于直接渠道。从消费者在线评论获得的支付意愿(WTP)对再制造成本的门槛值具有积极影响。而且,我们发现OEM的许可策略选择取决于固定许可费用和获得的WTP的大小。当固定费用和获得的WTP较小时,OEM将向已选择直接渠道的IR选择特许权使用费许可策略。最后,我们找到了最佳的特许权使用费,对这些因素之间的相互作用对消费者剩余和社会福利的影响进行了数值研究,并放宽了基本假设,以显示我们模型的稳健性。

更新日期:2021-05-11
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