江苏大学硕士学位论文
摘要
经济循环发展的现实要求和电子废物亟需高效率利用的实际状况，促使电子
产品再制造受到重视并广泛推行。为此，我国政府出台了多项政策和措施推进电
子再制造的发展，同时制造企业也纷纷将电子回收再制造引入企业的发展战略中。
但现实反馈表明，我国电子再制品市场需求不足、日益萎缩，制约了电子再制造
的发展。因此，为进一步推动电子再制造的发展，本文将研究重点放在如何提高
电子再制品的市场需求上。
考虑到消费者在产品销售中的核心地位，以及零售商对消费者购买决策的影
响力，针对上述问题，本文将从面向消费者和面向零售商两个角度探讨制造企业
主导下的电子再制品销售激励问题。
首先，在考虑消费者具有心理差异前提下，研究制造商如何直接激励消费者。
采用聚类分析将消费者分为“独立守旧者”、“保守兴趣派”、“实惠环保者”及“活
跃表现者”四种类别，分析每类消费者对预设激励措施的反应，据此发现：“活
跃表现者”和“独立守旧者”两类消费者更易成为电子再制品的目标客户群；“独
立守旧者”和“保守兴趣派”两类消费者更在意电子再制品是否提供保修服务；
“实惠环保者”和“活跃表现者”则认为提供质量认证的电子再制品更具吸引力。
接着，在电子原产品和再制品区别销售且原产品存在价格时变性背景下，研
究制造商如何激励零售商以刺激消费市场。在建立了无契约集中决策、无契约分
散决策、收益共享契约协调机制以及成本分担契约协调机制四种模型的基础上，
通过比较发现：契约手段可以有效协调二级供应链，从而使零售商销售电子再制
品的努力积极性达到集中决策水平。但收益共享契约会使制造商的最终利润受损，
因此提出“收益共享+特许经营费”契约。通过比较优化后的“收益共享+特许经
营费”契约和“成本分担”契约，发现前者对供应链整体利润的改善程度更优，
且在调节双方利润分配比例时更为灵活。
最后，综合以上研究结论，从产品、价格、渠道和促销四个方面为制造企业
培育电子再制品市场提出策略建议。具体包括：（1）提供电子再制品质量保障。
（2）强化电子再制品低价优势。（3）建成高效低成本销售渠道。（4）创新电子
再制品促销手段。
关键词：电子再制品，制造商主导，销售激励策略，消费者分类，供应链契约
I

制造商主导下面向消费者和零售商的电子再制品销售激励策略研究
Abstract
The realistic requirements of economic recycling development and the actual
situation that electronic waste needs to be utilized in a highly efficient manner have
prompted the electronic remanufactured to be taken seriously and widely implemented.
To this end, our government has issued some policies and measures to promote the
development of electronic remanufacturing, while electronic manufacturing enterprises
have also introduced recycling of electronic remanufacturing into their development
strategies. However, realistic feedback shows that electronic remanufacturing market
in China is insufficient and shrinking, which restricts the development of electronic
remanufacturing. Therefore, in order to further promote the development of electronic
remanufacturing, this article will focus on how to improve the market demand for
electronic remanufactured.
Considering the centrality of the consumer in product sales and the influence of
the retailer on the purchasing decision of consumers, this paper will address the above
issues by exploring the issue of incentives for the sale of electronic remanufactured
under the domination of manufacturing enterprises from both a consumer-oriented and
a retailer-oriented perspective.
Firstly, we examine how manufacturers can directly motivate consumers, taking
into account the fact that consumers have psychological differences. Clustering analysis
was used to classify consumers into four categories: “Independent conservator”,
“Conservative”, “Affordable environmentalists” and “Active performer”, analyzing the
response of each type of consumer to the pre-determined incentive. The results show
that: “Active performer” and “Independent conservator” categories of consumers are
more likely to be the target group for electronic remanufactured, “Independent
conservator” and “Conservative” consumers are more concerned about the availability
of warranties on electronic remanufactured while “Affordable environmentalists” and
“Active performer” ones find it more attractive for them to be offered quality-certified
electronic remanufactured.
Then this research examines how manufacturers can incentivize retailers to
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