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。 (

Marketing Strategy Analysis of Newly Manufactured and Remanufactured Products in the Retailer Perspective

For some products, there are both newly manufactured ones and remanufactured ones. Thus, a retailer should decide whether it should sell both types of products or just sell the newly manufactured ones. To answer this question, a Stackelberg game model is derived for it. By using this model, optimal pricing policy is analyzed for both marketing strategies. Comparison is made by using numerical simulation on the degree of consumer acceptance to the remanufactured products in considering the price, quality, and retailer’s equilibrium profit. It is shown that the retailer is more profitable under optimal pricing if it sells both types of products.