工业工程

工业工程 ›› 2013, Vol. 16 ›› Issue (2): 26-33.

• 专题论述 • 上一篇    下一篇

新产品分销下零售商销售再制造产品的策略研究

  

  1. 重庆大学 经济与工商管理学院，400030 重庆
  • 出版日期:2013-04-30 发布日期:2013-06-08
  • 作者简介: 熊中楷(1948-) ,男,江西省人,教授,博士生导师,主要研究方向为物流与供应链管理等.
  • 基金资助:

    国家自然科学基金资助项目(70871125)；国家自然科学基金资助项目(71271225)；重庆市自然科学基金资助项目(cstc.2006BB0188)

A Study of Remanufactured Product Marketing Strategy of Retailers in New Product Distribution

  1. School of Economics and Business Administration, Chongqing University, Chongqing 400030, China
  • Online:2013-04-30 Published:2013-06-08

摘要： 考虑消费者对新产品、再制造产品有不同的接受程度，在制造商、第三方再制造商进行再制造模式下，运用Stackelberg博弈分析零售商销售新产品、再制造产品的策略研究。研究表明：与销售制造商再制造产品相比，零售商销售第三方再制造商的产品更有利，同时也有益于第三方再制造商。从市场利润角度看，零售商销售第三方再制造的产品为较优的选择。通过数值仿真，对比分析了零售商销售制造商、第三方再制造产品两种模式下，消费者接受度对新产品、再制造产品批发价、零售价格、销售数量以及零售商利润的影响。

关键词: 最优定价, 第三方再制造, 制造商再制造, 零售商利润

Abstract: It is known that consumers have different acceptance degree for new products and remanufactured products. The supply chain considered in this paper is composed of manufacturers, retailers and thirdparty remanufacturers who perform the remanufacturing. For such a supply chain, retailers sales strategy of new and remanufactured products is analyzed by using Stackelberg game. It demonstrates that, for a retailer, it is better to sell the thirdpart remanufacturers products than the manufacturers remanufactured products, for, by doing so, it is more beneficial to himself and the thirdparty remanufacturer. From the perspective of the marketing profit, it is better for the retailer to sell the thirdparty remanufacturers products. At last, through numerical simulation, the impact of degree of consumer acceptance to the remanufactured products on the price, the quality, and the equilibrium profits of the retailer under the two kinds of marketing strategy are analyzed.

Key words: optimal pricing, thirdparty remanufacturing, manufacturer engaged in remanufacturing； profits of retailer