广告影响消费偏好下制造/再制造的产量—价格优化决策

Optimal Manufacturing/Remanufacturing Production Decisions Based on Consumers' Preference Influenced by Advertising

企业再制造有效运作的关键是废旧产品的返回和再制品需求的拉动。消费者偏好是制造/再制造过程中企业对产品质量选择、新品/再制品产量决策的重要依据。根据新品/再制品的需求分布,企业可以更准确地预测需求,决策制造/再制造的产量;同时,也可以通过合理配置新品与再制品的广告投入,影响消费者对不同产品的购买决策。研究结果表明:由于回收废旧产品的降级率直接影响再制造处理成本,企业应该保证产品质量水平以提高回收旧件的可再造性,从而实现再制造的经济效益;其次,一定程度内增大广告宣传虽然能够刺激产品需求量的增加,但企业需要合理配置新品/再制品的广告投入,权衡广告成本与所增加产品需求的收益;另外,系统分析闭环供应链中生产企业与需求市场的相互作用有助于实现双方的共赢。

The key to the effective operation of firms remanufacturing is the return of discarded products and the demand of remanufactured products.Consumers'preference is a crucial basis for firms to choose product quality and decide the output of new/remanufactured products during manufacturing/remanufacturing process.According to the demand distribution of new/remanufactured products,firms will more accurately forecast the demand and determine manufacturing/remanufacturing outputs,and they can also influence consumers'purchasing decisions for different products by appropriately allocating investments in advertisements of new/remanufactured products.Research results show that firstly firms should ensure product quality to improve remanufacturing ability of recycled old parts which will help to achieve economic benefits of remanufacturing,due to the fact that degradation rate of waste products directly affects the cost of re-manufacturing process.Secondly,although increasing publicity can stimulate the increase of product demand to some extent,firms need to appropriately allocate investments in advertisements of new and remanufactured products,and weigh the advertising cost and profits of increased product demand.In addition,it will contribute to a win-win situation that the system analysis on the interaction between the manufacturing enterprises and demand market in the closed-loop supply chain.