考虑消费者偏好的闭环供应链差别定价模型

Differential pricing model of closed-loop supply chain considering consumer preferences

考虑到消费者对新产品、再制造产品和二手产品的偏好程度不同,建立了闭环供应链差别定价模型,研究了制造商是否从事再制造和经销商是否经销二手产品的生产决策问题。结果发现,市场中再制造品或二手产品的存在会蚕食新产品的市场份额;不论制造商是否从事再制造,只要经销商经销二手产品便会减少制造商利润、增加经销商利润;与制造商不从事再制造且经销商不经销二手产品相比,制造商从事再制造而经销商不经销二手产品对制造商和经销商都有利,但当制造商从事再制造且经销商经销二手产品时供应链的总盈利最优、消费者福利最大;在制造商从事再制造且经销商经销二手产品的情形下,经销商通过将自身的部分利润转移给制造商,可以保证双方均获得更大盈利。

Aiming at the different preference of customers for new product, remanufactured product and second-hand product, a differential pricing model of closed-loop supply chain was built. The production decision problems that whether the manufacturer was deal with the remanufacturing and distributors was deal with the second-hand prod ucts were researched. The results showed that the existed remanufaetured products or second-hand products might cannibalize the marketing share of new products. The profit would be reduced for manufacturer if distributor distrib- uted second-hand products but increased for distributor. If the manufacturer was deal with the remanufacturing but the distributor was not deal with the second-hand products, it was benefit for both sides~ while the manufacturer was deal with the remanufacturing and the distributor was deal with the second-hand products, the total profit of supply chain was optimum, and the benefits of customers was most, under which the distributor could transfer part of the profit to the manufacturer on the premise that both the manufacturer and the distributor earn more profits.