新产品分销下零售商销售再制造产品的策略研究

A Study of Remanufactured Product Marketing Strategy of Retailers in New Product Distribution

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。

It is known that consumers have different acceptance degree for new products and remanufac- tured products. The supply chain considered in this paper is composed of manufacturers, retailers and third-party remanufacturers who perform the remanufacturing. For such a supply chain, retailers＇ sales strategy of new and remanufactured products is analyzed by using Staekelberg game. It demonstrates that, for a retailer, it is better to sell the third-part remanufacturers＇ products than the manufacturers＇ remanufac- tured products, for, by doing so, it is more beneficial to himself and the third-party remanufacturer. From the perspective of the marketing profit, it is better for the retailer to sell the third-party remanufacturers＇ products. At last, through numerical simulation, the impact of degree of consumer acceptance to the re- manufactured products on the pr/ce, the quality, and the equilibrium profits of the retailer under the two kinds of marketing strategy are analyzed.