不同渠道结构下再制造商进入对制造商定价的影响

考虑制造商领导、再制造商领导以及无领导者的3种渠道结构,建立了制造商和再制造商的价格博弈模型,分析了制造商的定价决策。研究表明:再制造商进入对制造商定价的影响同再制造产品与新产品的差异程度密切相关。在渠道结构不同的3种市场中,当产品差异大时,制造商和再制造商均在制造商领导的市场中对产品定价最高,利润也最大;当产品差异小时,双方在再制造商领导的市场中对产品定价最高,利润最大。此外,无论是制造商还是再制造商,其在均衡市场中对产品定价最低,获得的利润最少。

The Effect of Remanufacturer Entry on Manufacturer Pricing Decisions in Different Channel Power Structures

Considering three kinds of market structures: the manufacturer as market leader, the remanufacturer as market leader and there being no leader in the market. Based on the game theory, three models are developed to study the influence of channel power on decision-making. The results show: the influence of remanufacturing on manufacturer's profit is closely related to the value difference between remanufactured products and new products. In the three market structures with different channel power, when the product difference is large, the price of manufacturer and remanufacturer is the highest in the market dominated by manufacturer, at this time, the profit of both sides is the biggest; when the product difference is small, the price of both sides is the highest in the market dominated by remanufacturer and the profit is the largest. In addition, whether manufacturer or the remanufacturer has the lowest price and the lowest profit in the balanced market.