【作者】 袁文华；

【导师】 孙曰瑶；

【作者基本信息】 山东大学 ， 国民经济学， 2014， 博士

【摘要】 工业化带来的规模效益是实现现代化的必经之路,我国通过资源、环境、劳动、外资和汇率的综合作用,也即要素投入型发展方式,基本实现了从农业到工业化的第一阶段,也即经济总量的工业化。然而,由此带来的要素成本的增加和环境资源的限制,已经难以支持经济总量的持续增长。因此,发展循环经济、建立循环性社会是未来经济发展的必然方向,也是实施可持续发展战略的重要途径和实现方式。我国目前在循环经济发展的理论探索和实践中已经取得了一定的成绩,但仍然有许多问题制约着循环经济的进一步推广。现有文献强调了发展循环经济的重要性,并指出了我国循环经济发展过程中存在的问题,分别从生态学、市场经济学、技术创新、产业链、金融支持以及政府干预等六个方面提出了相应的解决方案。然而,这些解决方案基本都从宏观角度出发来提出的,对微观企业的研究则侧重于技术创新。对于如何让技术上已获得成功的循环模式能够在市场中顺利实现运转的问题,现有研究没有给出解决途径。通过对循环经济实际案例的研究我们发现,目前我国发展循环经济面临的最突出问题,就是如何将技术上实现的资源循环,转变为经济上的循环。因此,本文研究的问题是：循环经济持续稳定发展的内在机制是什么?如何使技术上已获得成功的循环模式得到市场的认可?围绕这一核心问题,本文在选择成本分析范式的框架下,从消费者角度出发,找出制约循环经济发展的核心问题。循环企业的成本高于非循环企业,而其产品在物质功能上基本具有同质性。因此,在市场竞争中,如果循环企业提高产品价格,则其市场需求量将减少；如果保持价格与非循环企业的价格一致,则循环企业又会因为较高的成本,导致价值循环不能顺利实现,这是限制企业发展循环经济的市场原因。因此,如何以高于同类产品的价格赢得消费者的选票,实现从企业生产到市场交换的价值循环,是决定循环体系能否持续下去的经济因素。企业的任务是如何获得循环经济所生产出的产品定价权,也即如何在高于市场均衡价格的条件下提高产品销售量。同时,行业协会在循环经济发展中也发挥着重要的技术指导和服务工作。目前,我国行业协会发展迅速,基本各个行业都存在着众多大大小小的行业协会,但是真正能够促进该行业健康发展的却很少。相反,我国的行业协会已经暴露出诸多问题。对于目前我国行业协会本身而言,导致我国行业协会不承担责任的根本原因是什么呢?更进一步的,又该如何促使我国行业协会的功能得以发挥呢?本文紧密围绕上述问题进行论述,整体上包含三个部分：第一部分是问题的提出,包括导论和文献综述。该部分主要是提出问题,同时介绍研究背景和国内外文献梳理,指出现有研究的不足之处,从而提出以品牌授权为核心的三循环模式对现有循环经济发展模式进行研究的现实可行性。同时对文中所涉及的概念和分析假设进行界定。本部分主要包括第一章和第二章：第一章为导论,第二章为现有理论综述。第二部分是解释性模型的构建,包括对品牌授权的作用机制分析模型和三循环模型。该部分主要从理论上推导出品牌授权成功的条件以及三循环对于循环经济的必要性。本部分主要包括第三章、第四章、第五章和第六章。第三部分是理论的实际应用,为第七章内容。该部分在理论模型的指导下,对现实中各类循环经济的发展模式提出新的方向和思路。主要包括作物秸秆循环利用的品牌授权研究、流域生态补偿持续发展的品牌授权研究以及大型公共设施循环利用的品牌授权研究等方面。同时,在对问题进行分析论述的基础上,文章针对性的提出了相关的发展建议。最后,论文第八章对本文的研究进行了总结,并在本文的研究基础上,对未来研究方向做出展望。本文聚焦于循环经济的持续稳定发展,为了解决循环经济的有效性问题,本文将品牌授权模式引入到循环经济的发展中,创新性的提出了关于循环经济的“三循环模式”,指出一个循环系统要持续稳定的发展,需要从物质循环、价值循环以及品牌循环三方面实现全面的循环。主要研究结论包括以下三方面：首先,论文在理性经济人假设、消费者自主选择假设、物质利益相同条件下的情感偏好假设的条件下,分别对三循环模型的物质循环、价值循环和品牌循环进行了分析。物质循环是循环经济实现的技术条件,价值循环是循环经济实现的效益保障,品牌循环是循环经济持续发展的溢价保证。物质循环要求企业从技术和工艺上实现循环经济发展的基础,属于技术范畴,因此本文重点对价值循环和品牌循环进行了研究。文章分析指出,实现价值循环的重要途径是通过正确的品牌建设来降低消费者的选择成本,从而获得较高的品牌溢价。事实上,规模经济带来的经济快速增长与人们对生态文明的需求之间,存在着严重的矛盾。在国内外各行业都存在大量的竞争者的情况下,从要素投入型发展方式转到品牌溢价型发展方式,是我国转变经济发展方式,实现生态文明的根本路径。产品溢价能力直接影响到工业企业单位产值能耗的大小,通过对企业品牌信用度的正确评估和建设,能够获得较高的品牌溢价,从而降低单位产值能耗,为我国生态文明建设做出贡献。实现品牌循环的关键是品牌授权,本文分别对授权方和被授权方的行为进行了经济分析,提出了成功进行品牌授权的条件和方法。其次,论文分析了循环经济行业协会品牌授权的作用机制。行业协会作为社会自治组织的一种形式,其运行规则受到自治组织运行规则的制约。因此,本文首先对自治组织有效性的条件进行了详细论证,并提出了保证自治组织内部监督机制发挥作用的提出机制。同时,本文从品牌经济学的角度,分析了制约我国行业协会发展的根本原因是协会的经费收入来源问题。目前,我国行业协会的经费收入主要是会员缴纳的会费。协会以该种营利模式运行存在着严重的问题,因为会员的会费和参加协会的企业数目成正比,若协会想要获取更高的收入,就需要发展更多的会员。而在协会组织中,会员数目过于庞大将导致内部监督机制失效。最后,在对循环经济的三循环模型进行理论分析的基础上,本文对作物秸秆循环利用、流域生态补偿持续发展以及大型公共设施循环利用的现实研究。在作物秸秆循环利用的品牌授权研究中,文章以山东省泉林嘉有为例,对秸秆制造成有机肥这一循环模式进行分析。作物秸秆循环利用要稳定持续的发展下去必须实现三循环,即物质循环、价值循环和品牌循环。在流域生态补偿持续发展的品牌授权研究中,其核心思想是将生态保护区良好的环境商品化,并注册成为一个合法的商标；然后在受益区的协助和监督下,通过一系列的品牌建设手段,将该商标转化为某种快乐品类的代言；最后在集体商标二次转换后,通过品牌授权获得相应的溢价,给生态保护区带来持续稳定的收入。在大型公共设施循环利用的品牌授权研究中,从理论上证明如果城市大型公共设施采取免费开放与增值服务收费相结合的运营模式,将给运营商带来更大的市场需求和利润空间。本文针对这三个领域循环经济存在的问题,分别提出了改进建议,为循环经济的进一步发展提供了较为新颖的思路。更多还原

【Abstract】 Scale benefit of the industrialization is the key to way for the modernization. China has finished the stage from agriculture to industrialization by investment of resources, environment, labor, overseas investment and exchange rate. However, the economic aggregate cannot keep sustainable growth as the increase of cost and the limitation of environment resources. Therefore, the development of circular economy and the establishment of recycling society is very imporant in the future, which is also an important way to implement sustainable development strategies.The theory and the practice of exploring the cycle of economic development have made some achievements in China, but there are still many issues restricting the further promotion of circular economy. Existing literature emphasizes the importance of the development of circular economy, and pointed out the problems in it. This paper organizes the liteature from six aspect including ecology, market economics, technological innovation, industrial chain, financial support and government intervention. They focus on the technological innovation of the firms, but haven’t solved the problem of how to run the firms which have mature technology in the market. Some recycling models have been successful in technology but fail in market. The key point for recycling economy is how to make this kind of model works. Therefore, the problems researched in this paper including:firstly, what is the internal mechanism of the circular economy? Secondly, how to run the firms which have mature technology in the market?Around these core issues, this paper tries to find the core problems which restrict the devolopment of the circular economy under the framework of choice cost analysis paradigm. The cost of circling firms is higher than the non-circling firms, but thoes products have homogeneity in the basic function. If the circling firms raise thire production’s prices, its market demand will be reduced; if they consistent the prices with the non-circling firms, they could not run with the high cost. Therefore, how to win the consumers’votes with a high price is the important element to continue the cycling system. The cycling firms’mission is how to get the pricing power of their proction. In other words, how the firms could increase sales at a price above the market equilibrium.Trade associations play an important role in the technical guidance and services in the devolopment of circular economy. The trade associations develop rapidly in China at present. There are many trade associations in every industry, but a few of them could help the development of the industry. Our trade association has exposed many problems. What is the essential reason for the not liablity of the trade association? Moreover, how to run the trade association sucssfully?This paper focuses on the above issues, diveded into three parts as a whole. The first part is the question raised, including the introduction and literature review. This part mainly shows the quesetuins and introduces the research background and literature, pointing out the shortcomings of the existing research. This paper suggests that there are three cycles in a recycling model with the brand license as the core. Meantime, this part introduces the concepts and assumptions involved in this paper. This part includs the first chapter, which is introduction, and the second chapter, which is literature review. The second part shows the explanatory modles, consisting of the brand licending model and three-cycling model. This part mainly analyzes the condition of the two models. This part includs the third chapter, the fouth chapter, the fifth chapter, and the sixth chapter. The third part is the practical application of the theory, which is the seventh chapter. This part proposes some new directions and ideas for the curciling economy under the guidance of the theoretical model, including research on the brand license of the recycling use of crop straw, sustainable development of river basin ecological compensation, and recycling use of large public facilities. At the same time, this paper puts forward some targeted development proposals on the basis of the analysis of the problems. Finally, the eighth chapter summarizes the full paper, and gives the future research directions.This paper focuses on the sustainable development of the curcling economy, which introduces the brand license into it. This article points out that there are three cycles in a recycling model:the material recycling, the value recycling and the brand recycling. The main conclusions include the following three aspects:Firsty, this paper analyzes the material recycling, the value recycling and the brand recycling under the assumptions of rationality, consumers’free choose, and consemers prefer to the emotional profit as the matiaral profit is the same. The material recycling is the technological precondition; the value recycling is the source of profits; and the brand recycling the important way for premium. This paper mainly research on the value recycling and the brand recycling, since the material recycling is about the technology and processes. This paper points out, the important way to realize the value recycling is that reduce the consemers’choice costs from the proper brand construction stratagies, and thus obtain a higher brand premium. In fact, there exists serious contradiction between the fast growth of the economic brought by the scale benefit and people’s need for ecological civilization. As every industry has many competitors, the best way for the shift in the mode of economic growth is change from element investment to brand premium. The brand premium effects the energy consumption per product of the industrial enterprises. Firms could get high brand premium by correctly evaluate the brand credit degree and suitable strategies, which helps firms decrease the energy consumption per product. The important way to realize the brand recycling is the brand license. This paper analyzes the behaviours of the licenser and licensee, and proposes the conditions for brand license.Secondly, this paper analyzes the brand license mechanism of the curciling economy trade association. As a form of social self-organization, trade associations operating rules constrained by the autonomous organization run rule. Therfore, this paper analyzes the conditions for running the qutonomous organization effectively, and proposes suggestions to make sure the inner supervision could work well. Meanwhile, Base on the principles of brand economics, this paper shows the paradox existing in the trade associations now:the associations pursue the number of members as much as possible because their income comes from the membership fees; on the other hand, the inner supervision requires limited members. Finally, this part researches the curciling economy under the guidance of the theoretical model, including research on the brand license of the recycling use of crop straw, sustainable development of river basin ecological compensation, and recycling use of large public facilities. Taking the Shandong Quanlin Jiayou organic fertilizer Co., Ltd as an example, this paper provides many suggestions to the firms. Only the material recycling, the value recycling and the brand recycling achieved, the recycling use of crop straw could develop sustainably. For the Valley Ecological Compensation, this paper advances a new ecological compensation mechanism centered on brand license. By registering a trademark, branding and licensing it, the protection zone could develop rapidly. The second transformation for the collective mark can reduce the dependency for the resources, which could bring steady income to the people in the ecolofical zone. In the research of the recycling use of large public facilities, this paper proves that the operator could win greater market demand and richer profit margins if they take the models of free use and charged for the added services combined. This paper gives advices for the three areas, which is a new and operable thought for the circular economy.更多还原