中文摘要：

摘要：基于竞争性的制造和再制造双供应链系统建立了供应链博弈模型，探究了再制造商新的营销策略选择（以“投保策略”替代“广告策略”）对供应链成员生产决策的影响．根据消费者行为研究，构造了不同浆略的需求函数，分析了优先采用投保策略的条件及相应最优生产决策，并运用数值仿真算例，从利益相关者视角综合比较了“投保策略”与“广告策略”的收益差异．另外。初步探讨了多周期中保险周期与生产周期的关系以及保险公司参与对再制造供应链效益的影响．研究发现，在一定条件下，优先采用“投保策略”是合理的，可提高再制造品供应链的经济效益与综合效益．

英文摘要：

Based on a competitive two-supply chain operation system with manufacturing and remanufactur- ing processes, this study explores the effect of remanufacturer＇s new marketing strategy selection, i.e., adopting the ＂insurance strategy＂ instead of the ＂advertising strategy＂, on supply chain members＇ optimal production decisions. According to the consumer behavior research, it formulates the demand functions of different strate- gies and analyzes the conditions that the ＂insurance strategy＂ could be applied and its corresponding optimal production decisions. Meanwhile, by using a numerical simulation, it displays the differences of related s- takeholders＇ benefits under two different strategies. Besides, this study preliminarily discusses the relationship between the production cycle and insurance cycle and the influence of insurance companies＇ participation on remanufacturing supply chain benefits. Results show that adopting the ＂insurance strategy＂ is reasonable under certain conditions and can improve both the economic interests and comprehensive benefits.