新产品分销下零售商销售再制造产品的策略研究

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.     

零售商新产品与再制造产品销售策略

从零售商的角度,研究了市场上存在再制造商生产再制造产品时,零售商是否应在新产品营销渠道上销售再制造产品。运用Stackberg博弈分别求得销售再制造产品和不销售再制造产品下的最优定价策略,并对两种销售策略进行比较分析。通过数值仿真,分析了消费者对再制造产品的接受度对零售商两种销售策略下的销售价格、销售数量和盈利的影响。 (     

消费者细分下考虑不同主导者的E-闭环供应链定价决策

"互联网+"推动了融产品销售、回收和再制造等于一体的E-闭环供应链快速发展,而根据不同营销渠道合理制定各类产品的(新产品和再制造产品)定价策略是E-闭环供应链管理的基本课题。本文针对消费者对新产品和再制造产品的不同价值感知形成的消费者细分,及不同类型消费者对再制造产品的异质性偏好,在对制造商与电商平台的Stackelberg博弈关系分析基础上,分别构建由制造商、电商平台主导的E-闭环供应链最优定价决策模型,分析四种E-闭环供应链的最优定价决策。研究表明:在E-闭环供应链中,若再制造产品直销渠道存在高端消费者转换,主导者的改变将影响新产品最优批发价格,而新产品最优零售价格和再制造产品最优直销价格均不受影响;若消费者对再制造产品偏好度增大,制造商和电商平台均受益;若消费者对再制造产品偏好度适中,主导者的改变对制造商与电商平台利润差距影响较小,主导者获利更大。     

制造商主导的汽车零部件再制造供应链绩效分析

基于我国汽车零部件再制造市场的特征,给出了制造商主导下汽车零部件再制造商通过制造商销售再制造产品的斯坦克伯格博弈模型。首先分别求解无再制造活动、有再制造活动时分散式和集中式两种模式下再制造供应链的各种绩效指标;随后分析制造商允许再制造商从事再制造活动的可能性,并对分散化和集中化两种环境下的供应链绩效进行对比。结果表明,制造商主导的汽车零部件再制造供应链中,制造商总会允许再制造商从事再制造活动;而只有当顾客对再制造产品的接受度大于再制造产品成本与新产品成本的比值时,再制造商才会从事再制造活动;新产品的价格不会受再制造产品影响,但是市场份额会受到再制造产品的侵蚀。集中式和分散式两种模式下,新产品定价相同,分散式下再制造产品价格大于集中式下再制造产品价格;再制造产品的生产量在集中式下大于分散式下的生产量;两种模式下新产品生产量之间的大小关系由顾客对再制造产品的接受度决定。     

基于消费者接受程度的双渠道产品价格和质量决策研究

在消费者对直销渠道和零售渠道接受程度有差异的情形下,研究了产品质量为内生的双渠道供应链中价格和质量联合决策问题。分别构建传统单一零售渠道模型、双渠道分散决策模型和双渠道集中决策模型。比较制造商和零售商在3种模型下的定价均衡决策、产品质量水平和利润,分析零售商和制造商的渠道策略和最优定价。结果表明：与传统单一零售渠道情形相比,在集中决策情形下,制造商开通直销渠道不改变零售价格,但是能够提高产品质量水平和供应链整体利润;在分散决策情形下,制造商开通直销渠道将降低产品批发价、零售价以及产品质量水平;另外当消费者对直销渠道接受程度适中时,制造商和零售商可实现帕累托改进。     

考虑再制造成本的闭环供应链回收渠道决策

当前考虑再制造产品成本对其回收渠道选择影响的研究相对缺乏。将再造品成本作为内生变量,分别讨论了制造商回收、零售商回收和回收商回收三种模式下新产品与再造品的产量以及废旧产品的回收量决策,并分别基于企业收益、消费者剩余和回收率视角展开回收渠道偏好分析。研究表明:从企业收益角度考虑,制造商的回收渠道偏好与再制品成本有关,而零售商始终偏好零售商回收渠道;从消费者剩余角度考虑,为满足消费者剩余最大化,不同的再制品成本会导致不同的回收渠道偏好;从回收率角度考虑,制造商回收渠道下的废旧产品回收率始终高于另外两种渠道。研究结论对再制造闭环供应链各方的定价决策以及回收渠道选择具有一定的参考价值。     

电子商务环境下耐用品制造商和零售商策略的博弈

构造了由一个制造商和一个零售商组成的两周期双渠道耐用品销售模型,制造商同时通过零售商和自有电子直销渠道销售产品。通过求解每个周期优化问题的Kuhn-Tucker条件,得到供应链成员每个周期的最优策略和利润。通过与单一渠道比较分析,发现产品的耐用性和电子直销渠道的成本影响着双方的最优策略,当制造商电子渠道的销售成本高于一定门槛时,制造商开通电子渠道,但不接收订单获利会更多。通过分析还发现当制造商电子渠道的销售成本较高时,制造商开通电子直销渠道,零售商将获利。     

专利保护对考虑市场细分闭环供应链的影响

在细分绿色消费者和普通消费者的基础上,研究了原始设备制造商(OEM)生产新产品和再制造商生产再制造品时,OEM征收再制造专利许可费对OEM与再制造商相互竞争的供应链的影响.分别构建了征收专利许可费和不征收专利许可费两种情形下的供应链定价模型,求得了OEM和再制造商的最优定价策略以及OEM的最优专利许可费征收策略,并对征收专利许可费和不征收专利许可费两种情形下的最优决策进行了比较分析.通过数值仿真,分别分析了绿色市场份额大小和普通消费者对再制造品的接受度对最优专利许可费、产品销售价格、供应链成员利润的影响.     

考虑渠道成本差异的双渠道供应链定价策略与渠道选择

根据网上渠道不同销售模式的特征,构建制造商网上直销、网上分销和网上代销3种供应链定价模型,引入渠道成本参数并分析制造商如何进行产品定价和渠道选择。研究表明,在3种渠道结构中,代销模式下产品价格最低,直销模式和分销模式下的价格受到渠道偏好的影响;随着线上或线下渠道成本增加,制造商会降低该渠道产品的批发价格,而零售价格与自身渠道成本正相关;此外,当制造商自建网上平台成本较低时,制造商选择直销模式最优;当制造商自建网上平台成本较高,且代销平台服务效率较低时,制造商应选择分销模式,否则制造商选择代销模式更优。     

放弃制造商品牌？——制造商入侵与自有品牌引入的博弈分析

研究直销渠道和零售渠道以及制造商品牌和自有品牌之间的竞争关系。考虑了零售商放弃销售制造商品牌产品的情形,分析了6种情境下的博弈模型,得出了供应链成员的博弈均衡策略和利润,进一步探讨了不同参数对供应链双方策略选择的影响。结果表明,零售商放弃销售制造商品牌产品的充分条件是自有品牌产品生产成本小于制造商品牌产品生产成本。此时,如果制造商品牌产品生产成本和直销运营成本较小,且自有品牌产品生产成本接近于制造商品牌产品生产成本,制造商入侵;否则,制造商拒绝开通直销渠道。     

社会环保意识和闭环供应链定价策略——基于纵向差异模型的研究

在纵向差异模型的基础上,从社会环保意识,新产品和再造品的零售价格角度构建了新产品和再造品的需求函数.对分散决策时零售商销售渠道下的不同回收模式之闭环供应链进行了博弈分析,得到了闭环供应链成员的最优定价策略和最终利润,以及它们和社会环保意识之间的关系.最后运用数值运算进一步验证了前面的结果.     

耐用品的直销与分销对渠道利润的影响

针对跨期销售的耐用品,在考虑产品耐用性的基础上,运用Stackelberg博弈分析了直销与分销对渠道利润的影响.结果表明:当产品寿命期较长和耐用性较高时,分销模式要优于直销模式,原因在于分销中存在的双重边际效应能使制造商限制未来产量而保持较高批发价格,从而在一定程度上缓解了制造商面临的时间不一致问题.     

Pricing and warranty decisions in a two-period closed-loop supply chain

For a two-period closed-loop supply chain (CLSC) consisting of a manufacturer and a retailer, Stackelberg game analyses are conducted to examine pricing and warranty decisions under two warranty models depending on who offers warranty for new and remanufactured products and the corresponding benchmark models with a warranty for new products only. Next, we identify the conditions under which warranty for remanufactured products is offered and investigate how this warranty affects the CLSC operations. Subsequently, comparative studies are carried out to examine equilibrium decisions, profitability and consumer surplus of the CLSC between the two warranty models. Analytical results show that offering warranty for remanufactured products does not affect new product pricing in period 2, but influences the pricing of new products in period 1 and remanufactured products in period 2, thereby enhancing remanufacturing, individual and channel profitability, and consumer surplus. Compared to the retailer warranty for remanufactured products, the manufacturer warranty can attain a more equitable profit distribution. If the warranty cost advantage of the manufacturer (retailer) is significant relative to that of the retailer (the manufacturer), the manufacturer (retailer) arises as a natural choice to offer warranty for remanufactured products as this decision enhances both profitability and consumer surplus.     

Understanding the market for remanufactured products: what can we learn from online trading and Web search sites?

Notwithstanding the interest it elicits from academics and practitioners, relatively little is known about the market for remanufactured products. Research, still in its infancy, has focused almost entirely on what affects willingness to pay, and our understanding of other key marketing questions, such as what drives search intensity for remanufactured products and the number of remanufactured products on offer, is limited. This paper fills this knowledge gap. Focusing on the online market for remanufactured electrical and electronic products, we empirically test whether product-specific and market-specific determinants affect search intensity and number of remanufactured products on offer, that is number of listings. We use as inputs online search traffic, product-specific data collected from various other online sources and relevant eBay listing data. Our analysis supports the hypotheses that search intensity for remanufactured products is associated with search intensity for price and elapsed time since the launch of new counterpart products. Number of remanufactured products listed is associated with number of listings for new counterparts and two product-specific characteristics: presence of moving parts and whether the product is used for personal hygiene. We discuss several implications of our findings for remanufacturers and policy-makers as well as directions for future research.     

再制造过程中再制造品的质量选择及其影响

在废旧品回收充足的静态环境下,假设可再制造部分的质量水平在再制造的过程中发生衰减,研究了制造商如何选择再制造品的质量以及如何有效地规划新产品和再制造品的价格。不同的不可再制造部分的质量水平会影响新产品和再制造品的市场需求量,研究表明,随着再制造品质量的不断提高,新产品需求不断降低,再制造品需求不断增加,再制造品对新产品的市场挤兑效应越来越明显,直至将新产品完全挤出市场,形成完全再制造品市场。在此过程中,制造商利润呈现出先凸后凹的增长趋势,其利润在完全再制造品市场时达到最大。     

Optimal core acquisition and pricing strategies for hybrid manufacturing and remanufacturing systems

In this study, we combine two aspects of remanufacturing, namely product acquisition management and marketing (pricing) of the remanufactured products. We consider an original equipment manufacturer (OEM) who decides on the acquisition prices offered for returns from different quality types and on selling prices of new and remanufactured products, in a single period setting. We develop a procedure for determining the optimal prices and corresponding profit of the OEM, and conduct a sensitivity analysis to understand the effect of different model parameters on the optimal strategies and profit. An important managerial insight is that the optimal solution is not to have the same profit per remanufactured item for all return types, but to if the minimum cost for acquisition and remanufacturing of some core type is lower.     

Marketing/Manufacturing Trade-Offs in Product Line Management

A critical decision facing firms across industries is the selection of a mix of products to offer in the marketplace. Both in practice and in the academic literature, the product line design problem has typically been considered from a marketing perspective, with a focus on how alternative sets of products interact and compete in the marketplace. The operational implications of product line decisions have been largely ignored, even while the importance and complexity of interactions among products in the manufacturing environment increase with broadening product lines. Furthermore, consideration of manufacturing synergies among products in product line design is increasingly beneficial given efforts in many industries to improve co-ordination of manufacturing activities across products. In this work we examine the benefits of integrating marketing implications of product mix with more detailed manufacturing cost implications. Traditional product line models are extended to capture both individual product costs and relevant cost interactions among products. The relevant marketing and manufacturing elements are considered in a mathematical programming formulation that identifies a profit maximizing mix of products. The resulting normative model of the product line design problem is used to generate insights into important cross-functional issues in product line management. Specifically, we examine the impact of alternative manufacturing environment characteristics on the composition of the optimal product line.     

碳交易政策下考虑渠道拓展的制造/再制造企业生产决策研究

分析碳交易政策下企业考虑进行渠道拓展时制造/再制造生产的决策问题。分别建立了传统渠道模型及2种不同的渠道拓展模型,分析消费者偏好及碳政策对企业再制造生产决策的影响及不同渠道拓展策略下的最优生产决策。研究发现,只有适当的碳价格才能促进再制造的生产;在消费者线上购买偏好较高时,线上销售再制造产品线下销售新产品可以同时达到企业利润及环境成本最优,实现企业与环境的双赢。     

考虑渠道权力结构和产品双重差异的再制造闭环供应链最优定价决策

针对具有不同渠道权力结构和回收拆解产品质量差异、新产品与再制造产品价格差异的再制造闭环供应链,主要研究其成员企业最优定价决策问题。构建了包含制造/再制造商、零售商、消费者和回收拆解商的三级再制造闭环供应链决策模型;采用Stackelberg主从博弈确定不同渠道权力结构下各成员企业的最优定价策略及其利润,并重点探讨废旧产品回收率τ、产品替代系数δ两个关键参数对它们的影响;将该决策模型应用到汽车发电机再制造闭环供应链案例。研究结果表明：1） 对于3种渠道权力结构,当制造/再制造商和零售商为主导者时,其自身利润和再制造闭环供应链总利润均最大;而当回收拆解商为主导者时,其自身利润和总利润却最小;2） 随着τ和δ的提高,单位新产品与再制造产品的最优批发价、最优零售价均增加,单位废旧产品的最优回收价则降低;制造/再制造商和零售商的利润下降,回收拆解商的利润上升,导致再制造闭环供应链的总利润呈U形。研究能够为各成员企业的最优定价决策提供有效支持与参考。