基于异质需求的再制造与翻新产品差异定价策略

Differential price strategies between remanufactured products with refurbished products based on heterogeneous demands

针对市场上可能存在的新产品、再制造产品和翻新产品的异质需求环境,分析了不同市场情形的形成条件及需求函数,探讨了一阶段静态和两阶段动态的差异定价策略。在一阶段静态决策中建立了不同生产模式下的差异定价模型,得到了相应的最优定价策略,并分析了再制造与翻新产品对新产品的挤兑效应。研究表明,当制造商同时生产三种产品时,再制造产品会对新产品和翻新产品产生市场挤兑,同时能够维持产品市场的稳定并促进利润的增加;翻新产品不会出现对新产品产生市场挤兑,与再制造产品产生相互挤兑的现象,同时还促进了产品市场的增长和利润的增加。这种市场挤兑效应来源于再制造产品和翻新产品的成本节约与价值折扣。在两阶段动态决策中,再制造和翻新在对第二阶段的新产品形成挤兑的同时还能促进市场份额的增长,并给第一阶段的新产品带来增长效应,增长程度受回收率影响。

Aiming at the heterogeneous demands environment with new, remanufactured and refurbished products, the forming conditions and corresponding demand functions of various market situations were analyzed, and one- phase static and two-phase dynamic differential pricing strategies were discussed. In one-phase static optimal deci- sions, the differential pricing models of various production modes were established to find the corresponding optimal pricing strategies, and the market runs of remanufactured and refurbished products were analyzed. The research re- sults stated that when the manufacturer produced three kinds of products, the remanufactured products would gen- erate the market run of new and refurbished products, while maintain market stability and promote the increase in profits; the refurbished products would not generate market runs for new products, but do it for remanufactured products, while make the whole market growing and profit increasing. During two-phase dynamic pricing decisions, the remanufactured and refurbished products not only generated market runs for the new products of second phase, but also led to the new products sales grow in first phase, and the total profits was increasing with the return rate.