考虑低碳消费者行为和专利保护的再制造产品定价决策

考虑人们对再制造产品的偏好及专利保护, 建立基于不同消费者群体支付意愿的需求模型, 研究新产品和再制造品的定价决策. 结果表明: 低碳消费者比例和普通消费者对再制造品的接受程度同时影响定价决策; 无论是否存在专利保护, 低碳消费者比例始终影响再制造商的定价策略, 而原制造商的定价策略只有在普通消费者对再制造品的接受程度较低时, 低碳消费者比例才会影响其定价策略; 在有专利保护时, 再制造商倾向于高价策略.

Pricing decision of remanufactured product considering behavior of low-carbon consumers and patent protection

Considering people’s different preferences for the remanufactured product and patent protection, the demand model based on different consumer group’s willingness to pay is built. The pricing strategies of new and remanufactured products are discussed. The results show that the proportion of low-carbon consumers and ordinary consumers’ acceptance for remanufactured products affect the original manufacturer and remanufacturer’s pricing strategy. Whether there is a patent protection, the proportion of low-carbon consumer always affects the remanufacturer’s pricing strategy. Only when ordinary consumers’ acceptance for remanufactured products is low, the proportion of low-carbon consumer affects the original manufacturer’s pricing strategy. Under the condition of patent protection, the remanufacturer is more inclined to adopt high pricing strategy.