School of Management, Tianjin University of Technology, Tianjin 300384, China.
School of Management Science and Engineering, Tianjin University of Finance and Economics, Tianjin 300222, China.
Int J Environ Res Public Health. 2021 Dec 30;19(1):384. doi: 10.3390/ijerph19010384.
In response to the specific goals of carbon peaking and neutrality, remanufacture is becoming increasingly popular. With the marketplace being more and more adopted, an independent remanufacturer (IR) could sell its products via either the reselling model or the marketplace model. In order to contribute more to carbon neutrality, we investigate the optimal marketing decision for remanufacturing. We construct two models namely reselling model and the marketplace model, and further explore the effects of each marketing model on the decisions and profits of both the IR and the platform firm.
We examine a platform firm that sells new products and an IR that sells remanufactured products under two marketing models based on game theory: (1) a reselling model in which the IR sells remanufactured products to the platform firm; then the platform firm resells to consumers; (2) a marketplace model in which the IR sells remanufactured products to consumers through the platform.
Our results show that aiming at carbon neutrality, the IR would be induced by the marketplace model to undertake remanufacturing operations and remanufacture products as many as it could still meet the market demand. Meanwhile, the marketplace model encourages the IR to rethink its work and manufacture more products under certain conditions. Furthermore, both the platform firm and the IR prefer the marketplace model to the reselling model within a Pareto zone. In addition, we find that both the platform firm and the IR could benefit from the marketplace model when they take carbon neutrality under consideration.
This study provides managerial insight from two aspects. Remanufactures could decide their marketing model via thorough consideration of market competition, commission rate, and production cost. The government could do more to protect the marketplace environment in order to stimulate the internal vitality of the platform in the achievement march of carbon neutrality purpose. That is, this study will provide good guidance for sustainable development decision-making of remanufacturing marketing platforms, and further contributes to the achievement of the carbon neutrality goal.
为了实现碳达峰和碳中和的具体目标，再制造变得越来越受欢迎。随着市场的日益普及，独立再制造商（IR）可以通过转售模式或市场模式销售其产品。为了为碳中和做出更多贡献，我们研究了再制造的最佳营销决策。我们构建了两种模型，即转售模型和市场模型，并进一步探讨了每个营销模型对 IR 和平台公司决策和利润的影响。
我们基于博弈论研究了在两种营销模式下，一个销售新产品的平台公司和一个销售再制造产品的再制造商：（1）转售模型，即再制造商将再制造产品出售给平台公司，然后平台公司将产品转售给消费者；（2）市场模型，即再制造商通过平台向消费者销售再制造产品。
我们的研究结果表明，为了实现碳中和，再制造商将被市场模型诱导进行再制造运营，并尽可能多地制造再制造产品，以满足市场需求。同时，在某些条件下，市场模型鼓励再制造商重新考虑其工作并制造更多产品。此外，在帕累托区域内，平台公司和再制造商都更喜欢市场模型而不是转售模型。此外，我们发现，当平台公司和再制造商考虑碳中和时，他们都可以从市场模型中受益。
本研究从两个方面提供了管理见解。再制造商可以通过仔细考虑市场竞争、佣金率和生产成本来决定其营销模式。政府可以采取更多措施保护市场环境，以激发平台在实现碳中和目标过程中的内在活力。也就是说，本研究将为再制造营销平台的可持续发展决策提供良好的指导，并进一步为实现碳中和目标做出贡献。
