市场细分下考虑消费者支付意愿差异的闭环供应链定价决策

Pricing decision of closed-loop supply chain considering consumers’ willingness to pay differentiation under market segmentation

在买方市场背景下,从消费者角度出发研究闭环供应链定价决策问题,分析消费者市场变化对定价决策的影响,能够为企业及时应对市场变化提供指导,以及完善闭环供应链定价决策研究.本文考虑普通消费者和绿色消费者对新产品、再制造品和二手品的支付意愿差异,并基于消费者对再制造品和二手品的偏好程度对市场进行细分.在不同细分市场下,利用博弈论构建了闭环供应链定价决策模型,研究消费者市场结构以及消费者对再制造品和二手品偏好程度的变化对闭环供应链的影响.研究表明:随着绿色消费者市场比例的升高,新产品和再制造品的价格不变或升高,二手品的价格不变或降低;随着普通消费者对再制造品偏好程度的增加,新产品和二手品的价格不变或降低,再制造品的价格不变或升高;随着普通消费者对二手品偏好程度的增加,新产品的价格降低,再制造品的价格不变或降低,二手品的价格升高;绿色消费者市场比例的升高和普通消费者对再制造品偏好程度的增加有利于促进质量较差的废旧品的回收再利用,增加闭环供应链利润;消费者对二手品偏好程度的增加有利于促进质量较好的废旧品的回收再利用,但会减少闭环供应链利润.

Under the background of buyer’s market, making pricing decision of closed-loop supply chain(CLSC) from consumers’ perspective and analyzing the effect of market changes on pricing decision can provide guidance for supply chain members to timely response to market changes and enrich the research on CLSC pricing decision-making. Considering ordinary and green consumers have different willingness to pay for new, remanufactured and second-hand products, and then market could be divided into different segments based on consumers’ preference for remanufactured and second-hand products. Under different market segments, a CLSC pricing model was established, and effects of changes in the consumer market structure and consumers’ preference for remanufactured and second-hand products on CLSC were investigated. This study shows that: as the proportion of green consumers increases, the prices of new and remanufactured products will remain unchanged or increase, and the second-hand product’s price will remain unchanged or decrease; as ordinary consumers’ preference for the remanufactured product increases,the prices of new and second-hand products will remain unchanged or decrease, and the remanufactured product’s price will remain unchanged or increase; as ordinary consumers’ preference for the second-hand product increases, the new product’s price will decrease, the second-hand product’s price will increase,and the remanufactured product’s price will remain unchanged or decrease. Increasing the ratio of green consumers or raising ordinary consumers’ preference for the remanufactured product can promote the recycling of low quality wastes and the profit of CLSC. Increasing consumers’ preference for the second-hand product can promote the recycling of high quality wastes, but it would have an adverse impact on the CLCS’s profit.