Abstract: Under the background of a strong push for the Extended Producer Responsibility (EPR) system, the government has issued a series of measures to encourage supply chain enterprises to take extended responsibility; in addition to bearing the responsibility for the production and distribution of products, product manufacturers should also change the production mode, introduce ecological design from the production source, and share the recycling responsibility with other responsible groups in the Closed Loop Supply Chain (CLSC), so as to realize the prevention of pollution sources and the assumption of environmental responsibility. At the same time, in the era of digital economy, enterprises responsible for EPR should change their business model, accordingly, introduce a digital marketing mode to promote their own products, improve consumers’ preference for eco-design and remanufacturing products, and realize the integrated development of enterprise digital transformation and environmental responsibility fulfilment. Therefore, under the EPR system, through relevant policies the government supervises enterprises responsible for EPR producing eco-designed products and digitally marketing their products to consumers in the positive link of CLSC, and in the reverse link, through the best recycling channel jointly built by all members of the supply chain, recycling end-of-life products from consumers and re-manufacturing into a new round of product cycle. The government, closed-loop supply chain enterprises and consumers playing the three parties, are of great significance for the realization of the all-round development of the extended responsibility of producers in the era of digital economy.
Based on the Stackelberg Game Theory and nonlinear programming method, this paper explores the best recycling channels for CLSC under the background of EPR, and the government encourages enterprises to fulfil their responsibilities through regulatory subsidy policies. Then, through digital enabling CLSC, the optimal digital marketing mode based on the best recycling channel is achieved. Firstly, according to different recycling issues, three kinds of recycling channel decision models are designed: manufacturer-built recycling, e-commerce platform recycling and two-party joint recycling. The influence trend of government EPR regulation factor, ecological design factor and recycling impact factor on the model equilibrium result and the income of all parties is explored, and the best recycling channel is selected from the perspective of EPR fulfillment degree and the profit of supply chain members, respectively. Secondly, based on the establishment of the best reverse recovery channel, and further considering the influence of digital marketing on EPR performance, two digital marketing decision models are each designed: third-party digital marketing and e-commerce platform digital marketing. The influence of digital marketing on the operational efficiency of the closed-loop supply chain and the performance of EPR is studied, and the best digital marketing method is selected from the perspective of EPR performance and benefits to supply chain members.
The main conclusions are: From the perspective of recycling channel selection, we should diversify the recycling channels. By comparing the recovery rate, ecological design level, market sales volume and members’ profits of the decision model of manufacturer recycling, e-commerce platform recycling and joint recycling, the optimal decision and members’ profits are optimal under the joint recycling channel. From the perspective of the best BDM cooperation method, manufacturers and internal e-commerce platforms in the supply chain achieve better EPR compliance and members’ profits by sharing marketing costs than by cooperating with third-party data companies. The investment level of BDM and the marketing efficiency of manufacturers are influenced by the unit marketing payment fees when BDM is outsourced to third parties. From the perspective of the government’ s best EPR system, the level of ecological design, the recovery rate and the profits of both sides will decrease with an increase in the basic environmental tax on unit products and increase with an increase in the recovery subsidies on unit products, which indicates that the government’s composite strategy of rewards, punishments and subsidies can simultaneously regulate and support enterprises in CLSC and promote the development of the EPR system. From the perspective of environmental benefits, enterprises should choose the best cooperation mode of introducing big data to promote marketing according to product types. When the ratio of the environmental impact of the front and back ends of the products produced is small, only the introduction of the third-party data marketing cooperation mode can improve the environmental benefits; when the ratio is in the middle level, the introduction of e-commerce platforms or third-party BDMs can improve the environmental benefits; when the ratio is high, the cooperation between producers and e-commerce platforms can improve the environmental benefits. The recycling channel and big data marketing system of CLSC under the EPR system are studied in this paper.
In the future, we will further study the impact of uncertain market demand on the establishment of CLSC recycling channel and the selection of big data marketing scheme.

Key words: closed-loop supply chain, extended product responsibility, recycling channel, ecological design, big data marketing, environmental benefits

摘要： 在生产商责任延伸(EPR)奖惩+补贴复合政策下,考虑生产商实施生态设计的闭环供应链(CLSC)回收渠道选择问题,基于最佳回收渠道提出第三方或电商平台实施大数据营销(BDM)两种方案,比较不同模型下CLSC的EPR履行程度、成员利润和环境效益,探讨EPR政府监管因子、生态设计因子、大数据营销因子等对CLSC运作效果的影响。研究表明:生产商与电商平台联合回收时,EPR履行效果最佳,成员利润和环境效益也更高,当政府补贴较低时,生产商倾向于自建回收渠道,当电商平台单位回收收益足够大时,电商平台会承担回收责任;电商平台同时承担回收和BDM双责任时,EPR履行程度、销量和双方利润均高于将BDM外包给第三方情形;无论何种情形,政府监管因子、生态设计影响因子及BDM影响因子的增加,均有利于提高生态设计与回收率,改善闭环供应链成员绩效;引入BDM后环境效益改进与否受产品前后端环境影响比值影响。

关键词: 闭环供应链, 生产者责任延伸制度, 回收渠道, 生态设计, 大数据营销, 环境效益