基于品牌和质量偏好的再制造产品定价研究

发布时间：2018-06-15 10:10

本文选题：价格竞争 + 再制造产品　；参考：《东北大学》2013年硕士论文

【摘要】：再制造产品能够取得明显的生态效益和经济效益,越来越多的企业开始进行再制造。消费者选择购买产品的决策是由多种因素共同决定的,产品的质量和品牌成为消费者购买产品的主要因素。消费者对新产品和再制造产品不同的品牌偏好和质量偏好从而导致消费者不同的购买决策,因此基于消费者的立场,研究再制造产品的定价具有重要现实意义。本文从消费者偏好的角度研究了不同情形下再制造产品的定价。以存在竞争关系的两个生产商和两个零售商供应链系统作为研究对象,引入消费者品牌偏好和质量偏好的效用函数,消费者根据自身的品牌偏好和质量偏好决定购买策略,从而得出消费者的需求函数。在此基础上运用博弈论理论研究供应链节点企业的最优定价,并给出了再制造产品的最优定价策略。首先,研究了单一再制造产品情况下,制造商和再制造商竞争,构建消费者品牌偏好和质量偏好下的效用函数得出消费者表现品牌偏好和质量偏好时再制造产品的需求函数,运用博弈论理论研究分散式决策和集中式决策下再制造产品的定价。其次,考虑制造商参与再制造,即竞争性再制造产品情况下,制造商生产低质量的再制造产品,再制造商生产高质量的再制造产品,根据消费者的效用函数得出消费者品牌偏好和质量偏好下再制造产品的需求函数,最后用MATLAB软件进行算例分析,通过数值算例得出了本文的相关结论。研究结果表明,再制造商需要在品牌水平建设和再制造产品生态特征方面加大力度,而不是在再制造产品的质量改进上加大投入。本文兼顾了消费者品牌偏好和质量偏好,建立并验证了再制造产品定价模型,为再制造企业的产品定价提供决策参考,有利于推动循环经济在我国制造行业的发展。
[Abstract]:Remanufacturing products can achieve obvious ecological and economic benefits, more and more enterprises begin to remanufacture. The decision of consumers to buy products is decided by a variety of factors. The quality and brand of products become the main factors for consumers to buy products. Consumers' brand preference and quality preference for new products and remanufactured products lead to different purchasing decisions. Therefore, it is of great practical significance to study the pricing of remanufactured products on the basis of consumers' standpoint. This paper studies the pricing of remanufactured products under different conditions from the perspective of consumer preference. Taking the supply chain system of two manufacturers and two retailers with competitive relationship as the research object, this paper introduces the utility function of consumer brand preference and quality preference, and decides the purchase strategy according to their brand preference and quality preference. Thus, the demand function of consumers is obtained. On this basis, the optimal pricing of supply chain node enterprises is studied by using game theory, and the optimal pricing strategy of remanufactured products is given. Firstly, we study the competition between manufacturer and re-manufacturer in the case of single remanufactured product, and construct the utility function under consumer brand preference and quality preference to obtain the demand function of remanufactured product when consumer expresses brand preference and quality preference. Game theory is used to study the pricing of remanufactured products under decentralized and centralized decision-making. Secondly, considering the participation of manufacturers in remanufacturing, that is, in the case of competitive remanufacturing products, manufacturers produce low-quality remanufactured products and re-manufacturers produce high-quality remanufactured products. According to the utility function of consumers, the demand function of remanufactured products under consumer brand preference and quality preference is obtained. Finally, an example analysis is carried out by MATLAB software, and the relevant conclusions of this paper are obtained by numerical examples. The results show that the re-manufacturers need to make more efforts in brand level construction and ecological characteristics of remanufactured products, rather than invest more in the improvement of the quality of remanufactured products. This paper takes into account the consumer brand preference and quality preference, establishes and verifies the remanufacturing product pricing model, provides the decision reference for the product pricing of the remanufacturing enterprise, and helps to promote the development of circular economy in the manufacturing industry of our country.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F424

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