Abstract: This paper integrates online and offline recycling channels, and builds a reverse supply chain model in which the Internet recycling platform and dismantling companies compete for recycling and cooperative dismantling. By setting the recycling propaganda effect coefficient of the internet recycling platform, the purpose is to discuss the impact of government subsidizing the dismantling business and the recycling of Internet recycling platforms on pricing decisions and profits in the reverse supply chain. The research results show that the combination of the government’s high subsidies and the low publicity investment of the Internet recycling platform can improve the economic benefits of the Internet recycling platform and the dismantling business, and is better than the situation where only the government subsidizes the dismantling business. When the propaganda effect coefficient is small, the profit of the two is greater than the profit when there is no publicity investment under the smaller publicity investment; when the propaganda effect coefficient is large, the profit of the Internet recovery platform is an increasing function of the publicity investment, and the profit of the dismantlers appears to increase first and then decrease as the publicity investment increases.

Key words: government subsidies, publicity investment, recycling competition, collaborative dismantling, propaganda effect coefficient

摘要： 整合线上和线下回收渠道,构建互联网回收平台和拆解商竞争回收、合作拆解的逆向供应链模型。通过设定互联网回收平台的宣传效应系数,探讨政府补贴拆解商和互联网回收平台进行宣传投入对逆向供应链定价决策和利润的影响。研究结果表明政府补贴和宣传投入相结合模式能够提高互联网回收平台和拆解商的经济收益,且优于只有政府补贴拆解商的情形。当宣传效应系数较小时,在合理的宣传投入范围内,二者的利润大于无宣传投入时的利润;当宣传效应系数较大时,互联网回收平台的利润始终随着宣传投入的增加而增大,而拆解商的利润随着宣传投入的增大呈现先增加后减少的变化趋势。

关键词: 政府补贴, 宣传投入, 竞争回收, 合作拆解, 宣传效应系数