Research On Brand Licensing Strategy In Closed-loop Supply Chain With Remanufacturing

Remanufacturing is guided by the theory of product cycle, with the recycled products achieve performance recovery as the goal, to repair and restore value of the recycled products, which is the floorboard of the technical measures or engineering activities. With the augmentation of the consumer concept of environmental protection, remanufacturing as a new mode of circular economy is starting to get more attention of the government and scholars both at home and abroad.Fully drawing on the results of previous studies, this paper studies strategy problem of the OEM brand licensing remanufacturing products of the TPM in the closed-loop supply chain. This paper first reviews the research status at home and abroad on the remanufacturing closed-loop supply chain and expounds the theory of remanufacturing and brand licensing and other related theory, in order to provide a theoretical basis for this article. Under the condition of recycled resources unlimited and limited, mathematical models of OEM brand licensing third-party remanufacturer or not were established, and by using game theory to solve the models. By using the contrast analysis and numerical simulation, this paper studies the consumer’s WTP and rate of recovery impact on the yield and profit of OEM and TPM. And the optimal decision of the OEM and third-party remanufacturer is obtained in two different strategies. Research shows: the consumer’s WTP and rate of recovery can impact the yield and profit of OEM and, and the fewer the rate of recovery the more dificult of TPM enter the remanufacturing market; For OEM, when the TPM enter the remanufacturing market, the choice of brand licensing cooperation strategy is beneficial; For TPM, first need to consider when consumers not accept the brand licensing the willingness of consumer to pay for remanufacturing produts. Then, need to consider the improve degree of consumer on remanufacturing produts when accept the brand licensing, make decision on the basis of trade-offs. In addition, through the analysis of the results of the study can obtain the decision-making route map of the two sides, which deepen the conclusion and puts forward reasonable proposals on the development of both sides.