不同市场环境下考虑异质需求的产品差异定价策略研究

发布时间：2018-06-16 22:02

本文选题：再制造产品 + 翻新产品　；参考：《重庆大学》2014年博士论文

【摘要】：随着自然资源的日益消耗和生态环境的逐渐恶化，人类经济的可持续发展受到了严重制约，如何保护生态环境、合理使用自然资源是发展可持续经济亟需解决的难题。介于此，许多国家都纷纷立法，要求生产企业必须对产品的全生命周期负责，，以达到节约资源、保护环境的目的。法律法规的约束，加上经济利益的驱使，很多生产企业开始实施闭环运作，在生产新产品的同时，还对处于生命周期末端的产品进行回收再利用。由于在闭环运作过程中存在新产品和多种再利用产品，如何从利益最大化的角度出发，有针对性的采用差异定价策略，最大限度的发掘企业的获利潜能，成为企业管理者关注的重点问题。为此，本文考虑某种耐用电子产品在市场中存在新产品、再制造产品以及翻新产品（经过翻新处理后达到指定质量标准且可进行再销售的一种再利用产品）三种不同形式，以消费者对它们的不同价值评价为切入点，运用博弈理论研究企业在不同市场环境下的差异定价问题。首先，在完全垄断的市场环境下，研究了制造商的单周期静态差异定价以及两周期动态差异定价问题。充分考虑了新产品、再制造产品以及翻新产品的异质需求特征，拓展了消费者的价值效用函数，并针对不同的市场需求情形，提出了相应的产品需求函数。以此为基础，在单周期情况下提出了制造商的四种生产模式，建立了各自的差异定价模型，从产品的最优售价、最优销量以及制造商最优利润等角度对四种生产模式进行了对比分析，并讨论了再制造产品与翻新产品对新产品的内部挤兑效应以及对市场的增长效应。接着，分别在市场规模不变和市场规模变化条件下构建了制造商的两周期动态差异定价模型，分析了废旧产品回收率和市场成长率对动态差异定价策略的影响。其次，以推广再制造产品与翻新产品为前提，讨论了完全垄断市场环境下制造商实施不同广告投入方案对差异定价策略的影响。分别考虑了制造商以再制造产品为主要推广对象、以翻新产品为主要推广对象以及同时以再制造产品与翻新产品为推广对象的三种不同广告投入方案，并根据广告投入后消费者对购买产品所获价值效用的变化情况，调整了产品的需求函数。接着，建立了三种不同广告投入方案下的制造商差异定价模型，并从产品最优广告投入水平、最优售价、最优销量以及制造商最优利润等角度对这三种方案进行了对比分析，为制造商广告投入方案的选择提出了一些有用的建议。再次，在再制造商与制造商竞争的市场环境下，研究了再制造商的单周期静态竞争策略以及两周期动态竞争策略。考虑了再制造商负责从事废旧产品的再制造与翻新，并对这两种产品进行销售，而原始制造商只负责生产并销售新产品，两者形成竞争。在此基础上，提出了再制造商的四种不同竞争模式，并研究了再制造商的一周期静态差异定价策略，分析了再制造产品与翻新产品对新产品的外部挤兑效应以及再制造商对制造商的利润侵占现象。接着，分别在市场规模不变和市场规模变化条件下构建了再制造商的两周期动态竞争模型，并分析了废旧产品回收率以及市场成长率对再制造商竞争策略的影响。然后，考虑再制造商与制造商的合作系统，讨论了该系统的差异定价策略以及协调机制。假设制造商在生产并销售新产品的同时，还作为再制造商的经销商来销售再制造产品和翻新产品，两者形成供销合作关系。在此基础上，研究了合作系统在分散决策下的差异定价策略。为弥补分散决策带来的效率损失，以集中决策时的最优均衡解为基准，考察了两种不同协调契约对合作系统的协调作用。接着，在突发事件导致再制造成本与翻新成本同时发生扰动的环境下，探讨了合作系统的最优应对策略及其协调机制。最后，针对一个由制造商、经销商和第三方回收商组成的三级闭环供应链系统，研究了不同主体从事废旧产品翻新时的闭环供应链差异定价问题。考虑除了制造商具有翻新能力外，经销商或第三方回收商也具有翻新的技术条件，并以此为基础建立了不同主体从事废旧产品翻新时的差异定价模型，分析了再制造产品与翻新产品挤兑效应与增长效应以及闭环供应链的其他成员对制造商的利润侵占现象。接着，对三种不同主体从事翻新时的情形进行了对比分析，并从市场经济角度给出了闭环供应链的生产选择建议。
[Abstract]:With the increasing consumption of natural resources and the gradual deterioration of the ecological environment, the sustainable development of human economy has been severely restricted. How to protect the ecological environment and the rational use of natural resources is a difficult problem to be solved in the development of sustainable economy. In order to achieve the purpose of saving resources and protecting the environment, a lot of production enterprises begin to implement closed loop operation in order to save resources and protect the environment. Many production enterprises begin to implement closed loop operation. While producing new products, they also recycle and reuse products at the end of life cycle. There are new products and many reuses in the process of closed loop operation. The product, from the point of view of the maximization of interest, the use of differential pricing strategy aimed at maximizing the profit potential of the enterprise has become the focus of the enterprise managers. Therefore, this paper considers the new products, remanufactured products and refurbished products (after refurbishment treatment) in the market. Three different forms of reusing products that reach the specified quality standard and can be re sold. With the consumer evaluation of their different values as the breakthrough point, the game theory is used to study the problem of differential pricing of enterprises in different market environments.
First, under the completely monopolized market environment, the manufacturer's single cycle static differential pricing and two cycle dynamic differential pricing are studied. The characteristics of the heterogeneous demand of new products, remanufactured products and refurbished products are fully considered, and the value utility functions of consumers are expanded, and the phase of different market demand is put forward. On the basis of the product demand function, the four production modes of the manufacturer are put forward in the single cycle case, and the difference pricing model is set up. The comparison of the four production modes is analyzed from the point of view of the optimal price of the product, the optimal sales and the optimal profit of the manufacturer, and the remanufactured products and the refurbished products are discussed. The effect of the internal run on the new product and the growth effect on the market. Then, the two cycle dynamic differential pricing model of the manufacturer is constructed under the condition of the market scale and the change of the market size, and the effects of the recycling rate and the market growth rate on the dynamic differential pricing strategy are analyzed.
Secondly, on the premise of promoting remanufactured products and refurbishing products, the influence of different advertising input schemes on different advertising investment schemes under completely monopolized market environment is discussed. The new product is the three different advertising input schemes for the promotion object, and the demand function of the product is adjusted according to the change of the value utility of the purchase product after the advertisement is invested. Then, the manufacturer's differential pricing model under three different advertising input schemes is set up, and the optimal sale is made from the optimal advertising input level. The three schemes are compared and analyzed in terms of price, optimal sales and the optimal profit of the manufacturer, and some useful suggestions are put forward for the selection of the manufacturer's advertising input scheme.
Thirdly, under the competition between the manufacturer and the manufacturer, the single cycle static competition strategy of the remanufacturer and the two cycle dynamic competition strategy are studied. The remanufacturer is responsible for the remanufacture and refurbishment of the waste products, and the two products are sold, while the original manufacturer is only responsible for the production and sale of new products. On this basis, four different competition modes of remanufacturer are proposed, and a cycle static differential pricing strategy of remanufacturer is studied. The external run effect of remanufactured products and refurbished products on the new products and the profit embezzlement of manufacturers on the manufacturers are analyzed. Then, the market scale is on the market scale respectively. Under the condition of change and market scale, the two cycle dynamic competition model of the remanufacturer is constructed, and the effect of the recycling rate of waste products and the growth rate of the market on the competition strategy of the remanufacturer is analyzed.
Then, considering the cooperation system of the manufacturer and the manufacturer, the differential pricing strategy and the coordination mechanism of the system are discussed. It is assumed that the manufacturer sells and sells the remanufactured products and the refurbished products as the distributor of the remanufacturer while producing and selling the new products. On the basis of this, the cooperation is studied. In order to make up for the efficiency loss caused by decentralized decision, this paper investigates the coordination effect of two different coordination contracts on the cooperative system in order to compensate for the efficiency loss caused by the decentralized decision, and then discusses the situation that the remanufacturing cost and the new cost are disturbed at the same time when the emergencies lead to the remanufacturing cost and the new cost. The optimal coping strategy and coordination mechanism of cooperative system.
In the end, the closed loop supply chain difference pricing problem for a three level closed-loop supply chain composed of manufacturers, dealers and third party recyclers is studied. The difference pricing model was established on the basis of the refurbishment of waste products by different subjects. The effect and growth effect of remanufactured products and refurbished products were analyzed, and the profit embezzlement of other members of the closed loop supply chain to the manufacturers was analyzed. Then, the situation of the three different subjects engaged in the refurbishment was compared and analyzed. From the perspective of field economy, the production selection of closed loop supply chain is given.
【学位授予单位】：重庆大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：F425;F273.2

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