基于回收再制造的耐用品租赁/销售双渠道模型

Leasing/Selling Dual-channel Model for Recycling and Remanufacturing Durable Goods

将回收再制造引入耐用品的营销渠道,根据耐用品的两期特性和消费者的需求偏好,建立以经销商为主导地位的耐用品纯租赁模型和租赁/销售双渠道模型。基于耐用品市场的消费者效用函数,分别分析了租赁品回收再制造与传统销售品回收再制造对经销商利润的影响,结果表明产品回收再制造的引入使得耐用品营销策略的竞争能力进一步提高,为经销商的耐用品租赁及销售提供了更好的理论决策依据。

This paper introduces recycling and remanufacturing into the marketing channel for durable goods.According to the two-phase property for durable goods and demand preference for consumers,it establishes a pure leasing model and a leasing/selling dual-channel model for durable goods,with a Stackelberg-leader dealer.And then by employing the consumer utility function of durable goods,it analyzes the effects of leasing or traditional selling remanufacturable goods on dealer＇s profit.The results reveal that effective remanufacturing can further enhance the competitive competency of durable goods marketing policy,which provides a better theoretical decision guidance for dealers.