产品设计作为竞争策略的PRO 供应链生产决策研究

对于大多数无力自建WEEE 回收体系的生产企业选择加入PRO 是明智的选择。本文基于行业PRO 运作模式，构建了由两制造商和回收商联盟组成的供应链模型，将与市场增长挂钩的产品设计作为其中一制造商的竞争策略，研究了产品设计和回收双责任要求下供应链各主体的生产决策问题。研究发现：（1）当产品设计成本较低和市场增量较高时，以产品设计作为竞争策略的在位制造商可以淘汰竞争制造商；（2）当产品设计成本低于市场增量时，在位制造商的生产决策优于竞争制造商。一定条件下，竞争制造商存在“搭便车”行为；（3）产品设计降低了处理成本，但损害了回收商经济效益，回收商抵制过度产品设计，并通过转移价格实现供应链主体的利润配置。当经济驱动下回收商自愿回收时，更高的政府回收率会导致整个供应链经济效益变好；（4）存在一个三方共赢局面使三者经济效益都更优，存在一个双赢局面使回收商和在位制造商更优。

Research on Production Decision of Supply Chain in PRO Mode under Product Design as a Competitive Strategy

It is a wise choice for most manufacturers who are unable to build their own WEEE recycling systems. Based on the mode of the PRO operation, we build a supply chain model consisting of two manufacturers and one recycler, and make product design linked with market growth as a competition strategy of one manufacturer, and study the production decision of supply chain under the requirement of dual responsibility of product design and recycling. The results suggest that: when the product design cost is low and the market incremental is higher, the incumbent manufacturer that adopts product design as a competition strategy can eliminate competitive manufacturer. When the product design cost is lower than market incremental, theproduction decision of incumbent manufacturer is better than that of the competitor. Under certain conditions,competitive manufacturer can have a “free rider” behavior. Product design can decrease the processing cost, but it also can damage the economic benefi ts of recycler. So recycler can resist excessive product design and realize the distribution of profi ts through transferring price. When recycling is driven by voluntary, higher recovery target of government can lead the benefi ts of the whole supply chain increase. There is a win-win-win situation to enable the economic benefits of the three are better. There is a win-win situation that makes recycler and incumbent manufacturer better.