消费者对再制造品的绿色偏好特性及最优定价研究

发布时间：2018-05-08 10:36

本文选题：再制造品 + 绿色消费者　；参考：《北京交通大学》2017年硕士论文

【摘要】：发展循环经济,推进绿色制造是实现资源优化配置,提高资源利用率的重要途径。再制造是实现循环经济的高级形式,已经受到政府和产业界的高度关注。然而,在再制造品的营销领域,情况则变得复杂:一方面,再制造品的推出可能对原有的新品业务产生挤占作用,厂商不得不综合考虑两者的平衡;另一方面,消费市场上,消费者偏好的变化尤其是绿色消费者的兴起,使得厂商产生了疑问:消费者偏好是怎样的?如何对再制造品进行生产和定价?为回答以上问题,本文综合运用焦点小组访谈和文献研究法设计消费者绿色性量表问卷,并对972名消费者的绿色性进行测度,研究市场上消费者的绿色性分布情况。同时,本文做了一个行为学的组间组内对照实验,将再制造品的价格折扣和环保属性作为实验的操作变量,考察在3种不同产品类型下,消费者分别对新品和再制造品的偏好情况。通过SPSS等数据处理软件对实验结果数据进行统计分析,检验消费者的再制造品偏好与价格折扣,以及产品的环保属性之间的关系假设。据此,本文构建了企业针对再制造品的最优定价模型,并计算得出再制造品生产与价格折扣的最优水平。研究结果表明:消费者的绿色性水平在目前的市场环境下大致为0.7,且消费者对于再制造品的偏好与消费者的绿色性正相关,而对于新品的偏好则与消费者的绿色性没有明显相关关系。向消费市场推出再制造品将会挤占新品的业务,但总体来看,厂商是有利可图的。当厂商向市场推出再制造品时,应适当降低新品的价格,以使之适应新的竞争环境。厂商对于新品和再制造品的生产和定价取决于再制造过程的成本节约程度以及市场上消费者平均的绿色性水平。基于实证研究和行为实验的研究结果,本文给出了消费者的偏好情况,研究了不同的市场状态下,厂商对于新品和再制造品的最优生产和定价水平,弥补了相关研究的空白,为企业的再制造策略提供了决策支持和理论依据。
[Abstract]:Developing circular economy and promoting green manufacturing is an important way to optimize the allocation of resources and improve the utilization rate of resources. Remanufacturing is an advanced form of circular economy, which has been highly concerned by government and industry. However, in the area of the marketing of remanufactured goods, the situation becomes more complicated: on the one hand, the introduction of remanufactured goods may have an exclusive effect on the business of existing new products, and manufacturers have to consider the balance of the two in a comprehensive way; on the other hand, in the consumer market, The change of consumer preference, especially the rise of green consumer, makes the manufacturer question: what kind of consumer preference is it? How to produce and price remanufactured goods? In order to answer the above questions, this paper uses focus group interviews and literature research methods to design a consumer green scale questionnaire, and measures the green nature of 972 consumers to study the green distribution of consumers in the market. At the same time, we have done a behavioristic intra-group controlled experiment, using the price discount and environmental properties of remanufactured products as the operating variables of the experiment, under three different product types. Consumer preferences for new and manufactured goods, respectively. Through the statistical analysis of the experimental data by SPSS and other data processing software, the hypothesis of the relationship between consumer's remanufactured preference and price discount, as well as the environmental property of the product is tested. Based on this, this paper constructs the optimal pricing model for remanufactured goods, and calculates the optimal level of remanufactured goods production and price discount. The results show that the green level of consumers is about 0.7 in the current market environment, and consumers' preference for remanufactured products is positively correlated with the green nature of consumers. However, the preference for new products is not significantly related to the green nature of consumers. Pushing remanufactured goods into the consumer market would crowd out the business of new products, but overall, manufacturers would be profitable. When manufacturers introduce remanufactured products to the market, the prices of new products should be reduced appropriately to adapt them to the new competitive environment. The manufacturer's production and pricing of new and remanufactured goods depends on the extent of cost savings in the remanufacturing process and the average green level of consumers in the market. Based on the results of empirical research and behavioral experiments, this paper presents consumer preferences, and studies the optimal production and pricing levels of new and remanufactured products under different market conditions, which make up for the gaps in related research. It provides the decision support and theoretical basis for the remanufacturing strategy of the enterprise.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

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