产品再制造背景下制造商双渠道定价策略计算实验研究

发布时间：2018-06-02 11:39

本文选题：定价策略 + 再制造　；参考：《系统管理学报》2013年03期

【摘要】：基于产品再制造背景,采用计算实验方法对制造商双渠道定价问题进行了研究。以制造商只通过传统渠道出售新产品策略为基础,分别分析了制造商的4种定价策略:产品再制造策略、双渠道策略、全渠道策略、分渠道专售策略。在此基础上,从再制造生产成本、网络销售成本、网络渠道市场份额及再制造产品的效用度等方面进行了实验研究。实验结果表明:当再制造产品生产成本低于新产品成本时,实施产品再制造策略,制造商和零售商的利润均高于基本策略时的利润;引入网络渠道时,如果再制造产品生产成本低于新产品成本,制造商实施全渠道定价策略,制造商和零售商利润均高于其他定价策略;制造商是否实施再制造策略不仅取决于再制造产品的生产成本,更重要的是消费者对再制造产品的接受程度,当再制造产品接受度较低时,即使再制造产品低于新产品成本,实施再制造策略并不能给制造商和零售商增加利润。
[Abstract]:Based on the background of product remanufacturing, the double channel pricing problem of manufacturer is studied by means of computational experiment. Based on the manufacturer's strategy of selling new products only through traditional channels, this paper analyzes four pricing strategies of manufacturer: product remanufacturing strategy, dual channel strategy, full channel strategy and sub-channel exclusive selling strategy. On this basis, the remanufacturing cost, the network sales cost, the market share of the network channel and the utility degree of the remanufactured product are studied experimentally. The experimental results show that when the cost of remanufacturing product is lower than the cost of new product, the profit of manufacturer and retailer is higher than that of basic strategy, and when the network channel is introduced, the profit of manufacturer and retailer is higher than that of basic strategy. If the cost of remanufacturing product is lower than the cost of new product, the manufacturer implements the all-channel pricing strategy, and the profit of manufacturer and retailer is higher than other pricing strategies. Whether the manufacturer implements the remanufacturing strategy depends not only on the production cost of the remanufactured product, but more importantly on the consumer's acceptance of the remanufactured product, even if the remanufactured product is lower than the cost of the new product when the remanufactured product is less acceptable. The implementation of the remanufacturing strategy does not increase profits for manufacturers and retailers.
【作者单位】：南京大学工程管理学院;
【基金】：国家自然科学基金资助项目(71101067,71101069,70901036,71071073) 国家社科重大招标资助项目(11&ZD169)
【分类号】：F224;F274

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